ABSTRACT
Romantic gift-giving is the action individuals take to convey meanings to their partners. The givers normally search for great romantic gifts to give to recipients, but whether they are good, bad, or perfect romantic gifts depending on the recipients’ perspectives. Prior research suggested that the characteristics of perfect, good, and bad gifts may also differ between cultures. This research, therefore, examines the differences in characteristics of perfect, good, and bad gifts between Western and Eastern cultures based on a recipient’s perspective. Employing a critical incident technique to collect data from Eastern (Thai) and Western (American) recipients, the findings show some similarities and differences in the characteristics of perfect, good, and bad gifts between the two cultures. Understanding the characteristics of romantic gifts as well as their meanings in different cultures will help marketers devise strategies to promote their products and services worldwide.
