Purpose

The purpose of this paper is to examine the effects of cultural differences and the types of relationship closeness involved in recipients’ emotional and behavioral reactions after receiving disliked gifts.

Design/methodology/approach

Collecting data from Thailand and the USA, two experiments were conducted in a 2 (self-construal: independent/interdependent) × 2 (relationship closeness: close/distant) between-subjects design. Study 1 explores the recipients’ feelings and reactions upon receipt of a disliked gift. Study 2 explores the disposition process for a disliked gift.

Findings

The results show that a recipient’s emotions, reaction and disposition process can be affected by cultural differences and relationship closeness: specifically that close and distant relationships moderate the relationship between self-construal and gift-receiving attitudes and behaviors.

Research limitations/implications

Future research can investigate representative groups from other countries to broaden the generalizability of the findings.

Practical implications

This understanding can guide gift-givers when selecting gifts for close or distant recipients across cultures. Additionally, it can help retailers develop and introduce new marketing strategies by applying self-construal as a marketing segmentation tool for gift purchase and disposition.

Originality/value

This research is among the first studies to offer insights into how individuals in different cultures manage disliked gifts they receive from people in either close or distant relationships.

中文翻译：

---

礼物接受者对不喜欢的礼物的态度和行为的文化差异

目的

本文的目的是检验文化差异的影响以及接受者在收到不喜欢的礼物后的情绪和行为反应中所涉及的亲密关系类型。

设计/方法/方法

从泰国和美国收集数据，在 2（自我构念：独立/相互依赖）×2（关系亲近度：密切/远距离）的被试间设计中进行了两个实验。研究 1 探讨了接受者收到不喜欢的礼物时的感受和反应。研究 2 探讨了处理不喜欢的礼物的过程。

发现

结果表明，接受者的情绪、反应和性格过程会受到文化差异和亲密关系的影响：具体而言，亲密和疏远的关系会调节自我构念和接受礼物的态度和行为之间的关系。

研究限制/影响

未来的研究可以调查来自其他国家的代表性群体，以扩大研究结果的普遍性。

实际影响

这种理解可以指导送礼者在为不同文化的近距离或远距离接受者选择礼物时。此外，它还可以通过将自我构想作为礼品购买和处置的营销细分工具来帮助零售商制定和引入新的营销策略。

原创性/价值

这项研究是第一批深入了解不同文化中的个人如何管理他们从亲密或疏远的人那里收到的不喜欢的礼物的研究之一。