Romantic gift giving as chore or pleasure: The effects of attachment orientations on gift giving perceptions

In two studies we introduce Attachment theory as a fresh consumer research perspective on the study of gift giving perceptions among individuals in romantic relationships. We explore the intricacies of romantic gift giving as affected by the interplay between long-lasting individual dispositional variables and relationship-specific variables. In Study 1 we show that when provided with descriptions of unknown personsʹ attachment orientations and their emotional needs in romantic relationships, participants can accurately predict those personsʹ gift giving perceptions. In Study 2 we directly assess the links between dispositional attachment orientations and gift giving perceptions as well as the underlying processes through self-reports of participants currently in romantic relationships. We find that self-esteem and relationship satisfaction influence the link between attachment orientations and gift giving perceptions. We also provide implications for future research and practitioners.