Gift-selection for close recipients: how perceived similarity of preferences affect giver’s attitude

Purpose This paper aims to investigate the impact of gift-givers’ perception of relational closeness on their gift-selection attitude and eventual selection when the gift is not a requested-gift. Design/methodology/approach A conceptual framework was constructed on the basis of five hypotheses, which were tested by field data collected through surveys of urban Indian gift-givers while they shopped for a gift. Logistic regressions were used for...