To give a gift, emotionally connects the giver and receiver.
‘Research carried out by psychologists and marketers, among others, have found that giving gifts is a surprisingly complex and important part of human interaction, helping to define relationships and strengthen bonds with family and friends’ (Krusa 2008).
How does gift giving affect marketers?
‘It has an inbuilt habit of reciprocity bound into the construction of human relationships that establishes a virtuous circle of consumption - making gift giving a phenomenon of intrinsic interest to marketers’ (Fong 2009)
The florist's local and toll-free numbers are given, as is the Web site address, and the florist's mailing address, followed by the number of the previous year's order.
The front of the card also offers a picture of a suggested bouquet, and the back offers a written description of another bouquet. Very astute!
'Whenever consumer shopping behaviour is driven by emotion, the shopper's goal is to buy a thing to achieve a special feeling, enhance an emotional experience or deepen an emotional reaction.' It is seen to be an action that will strengthen the emotional connection between individuals (Admap)
Contrary to Kotler's beliefs, Social and psychological factors are regarded as more important than economical ones in determining the consumer's brand choice behavior in the gift-giving process of a specialty good such as an expensive mobile telephone to their family members, close friends and colleagues.
Then talking about the change in the level of involvement of gift giving and the emergence of 'experience gifts', Clarke stated: 'Concepts of donor sacrifice of time and effort, alongside gift surprise emerge as especially pertinent to experience gift giving, and notions of sharing, suspense and recipient sacrifice reinforce the proposition that experience gifts are deserving of researcher effort to better understand the phenomenon.' (Clarke 2006)
Interestingly, Fong talks about the altruistic nature of gift giving. ‘despite that fact that agents have no intrinsic concern for reciprocity or fairness, the more altruistic the recipient is, the more the donor exaggerates the gift size.’ (Fong 2009). I have to agree with this thought.