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The value of gift personalization: current insights from the gift recipient’s perspective and future research directions

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Abstract

Purpose This paper aims to explore gift personalization, i.e. the design of gifts by givers on mass-personalization platforms, from the perspective of the gift recipient. Design/methodology/approach Given the exploratory objectives of this study, the qualitative approach was deemed suitable. Two complementary qualitative studies (i.e. semi-structured interviews and critical incidents) have been conducted, and the narratives have been thematically analyzed. Findings Gift recipients value gift personalization because of the utility they derive from the product, as well as the ability of the personalized gift to express the giver. Recipients recognize the capacity of the personalized gift to communicate symbolically the giver; they appreciate not only the enhanced attributes of the end product but also the process that led to it, which is imagined as creative and risky. The inherent expressivity of the personalized gift makes it highly valuable in the recipient’s eyes, even when it fails to please him or her. Originality/value This research redefines the boundaries of personalization value based on the perceptions of consumers who are not involved in the design process; highlights implications of personalization for firms targeting givers as users of their mass-personalization platforms; and proposes a research agenda to further investigate personalization in marketing.

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... When the gift is not liked by the recipient, it might damage the relationship between the giver and the recipient (Ruth et al., 1999;Sherry, 1983), because the latter feels misunderstood and experiences negative emotions (Ruth et al., 2004). Although disliked gifts often are swapped, regifted or sold (Branco-Illodo et al., 2020), this might be impossible for a customized gift (Pizzetti & Gibbert, 2018). Additionally, recipients may not be easy to please, because they may evaluate gift attributes differently to the givers (Givi et al., 2021;Robben & Verhallen, 1994), and may not perceive the customized product in the same way as the giver (Pizzetti & Gibbert, 2018). ...
... Although disliked gifts often are swapped, regifted or sold (Branco-Illodo et al., 2020), this might be impossible for a customized gift (Pizzetti & Gibbert, 2018). Additionally, recipients may not be easy to please, because they may evaluate gift attributes differently to the givers (Givi et al., 2021;Robben & Verhallen, 1994), and may not perceive the customized product in the same way as the giver (Pizzetti & Gibbert, 2018). Furthermore, the uniqueness of the customized gift might backfire: over-individuation is not always liked in received gifts (Steffel & LeBoeuf, 2014). ...
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How taking may be giving
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