Auspicious Names, Social Aims: The Psychology Behind Souvenir Gift‐Giving

Prior research has shown that auspicious product names can enhance consumer attitudes and purchase intentions, but less is known about the psychological processes and relational conditions through which such culturally symbolic names influence gift choice. This research examines how auspicious naming shapes tourists' decisions to purchase souvenirs as gifts. Across four studies and two supplementary experiments, we show that auspicious naming enhances gift purchase intention through two mechanisms: gift‐social goal congruence and gift‐selection self‐efficacy. Relational closeness strengthens the indirect effect through gift‐social goal congruence, whereas recipient relative status strengthens both indirect pathways. Together, these findings show how culturally symbolic product names operate in socially situated gift‐giving by shaping both meaning‐purpose fit and gift‐selection capability, and by showing how these processes vary across giver‐recipient relationships.