Romantic gift giving as chore or pleasure: The effects of attachment orientations on gift giving perceptions

In two studies we introduce Attachment theory as a fresh consumer research perspective on the study of gift giving perceptions among individuals in romantic relationships. We explore the intricacies of romantic gift giving as affected by the interplay between long-lasting individual dispositional variables and relationship-specific variables. In Study 1 we show that when provided with descriptions of unknown persons' attachment orientations and...