Abstract

CRUZ PASSOS, Sérgio; SILVA LEITE, Ramon  and  REZENDE PINTO, Marcelo de. Personal values and gift giving act: a proposed connection. estud.gerenc. [online]. 2020, vol.36, n.155, pp.218-228. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2020.155.3539.

The consumption of gifts is relevant and many commerce sales are carried out during traditional times of gift-giving, such as Christmas. The objective of this paper is to propose and validate a model that measures the influence of personal values in the act of gift giving, also considering the role of gender in these relationships. A survey was carried out on 1,085 consumers. Through structural equation modeling with partial least squares (SEM-PLS), it was verified that the gift giving act is influenced by five personal values: self-direction, hedonism, tradition, achievement, and power. The results show that personal values can be used to predict the behavior of gifting. This study integrates Gift-Giving Theory and Personal Values Theory to better understand consumer attitudes and behaviors.

JEL classification: M31; D11; D91.

Keywords : gift giving; personal values; attitudes; consumer behavior.

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