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

The value of gift personalization: current insights from the gift recipient’s perspective and... 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/approachGiven 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.FindingsGift 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/valueThis 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

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

Journal of Consumer Marketing , Volume 35 (5): 10 – Nov 22, 2018

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References (37)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0736-3761
DOI
10.1108/jcm-04-2017-2186
Publisher site
See Article on Publisher Site

Abstract

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/approachGiven 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.FindingsGift 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/valueThis 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.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Nov 22, 2018

Keywords: Critical incidents; Personalization; Semi-structured interviews; Gift appreciation; Gift recipients

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