Consumer responses to gift receipt in business-to-consumer contexts

This article delineates business-to-consumer from consumer-toconsumer and business-to-business gift giving, and discusses the influence of gift, recipient, and giver characteristics on gift evaluation and reciprocation likelihood in business-to-consumer contexts. A study examines the impact of relationship strength, gift value, nature of request, and recipient gender on gift evaluation, reciprocation likelihood, and future store choice. A stronger relationship with the business and an implicit request for reciprocation affect consumer responses to business-to-consumer gifts positively. Gift value and recipient gender did not have a significant effect on outcome variables.