Moderating Effect of “Recipient’s Anxiety” on Gift Giving Perceptions: Evidence from Avoidant and Anxious Givers in Romantic Relationships
DOI:
https://doi.org/10.47067/ramss.v8i4.654Keywords:
Anxiety of the gift giver, avoidance of the gift giver, pleasure of the gift giver, obligation of the gift giver, and anxiety of the gift recipientAbstract
This study examines the effects of attachment styles on romantic relationship gift-giving attitudes. The focus of this research is specifically on the moderating role of recipient’s attachment anxiety. We examine, by drawing on attachment theory, whether the obligation and enjoyment of giving gifts are impacted by the anxiety and avoidance of gift-givers. This study also investigates the mediating role of relationship satisfaction and self-esteem. Data were collected through a survey experiment from 104 married and engaged individuals in Pakistan, which has been identified as a collectivist culture. Our findings did not show a negative impact of gift-giver avoidance on the enjoyment of providing gifts, as predicted by earlier studies. However, we did find a significant indirect effect, with relationship satisfaction as the mediator. Similarly, sense of obligation for anxious givers emerged indirectly through self-esteem. The Moderation analysis showed that the obligation of anxious givers varies depending on the gift-recipient’s anxiety levels, hence proving it to be a significant moderator. The results have advanced existing theory by contextualizing attachment-driven consumption in a collectivist culture. It also provides valuable insights to marketers for further understanding the gift industry.
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