The 'perfect gift' and the 'best gift ever': an integrative framework for truly special gifts

Citation

Branco-Illodo I & Heath T (2020) The 'perfect gift' and the 'best gift ever': an integrative framework for truly special gifts. Journal of Business Research, 120, pp. 418-424. https://doi.org/10.1016/j.jbusres.2019.11.012

Abstract
Scholars and practitioners often consider the ‘perfect gift’ to understand the qualities of the most cherished gifts or to encourage givers to choose such gifts. Whilst useful, this represents a utopian view of gift-giving. This study explores the concept of ‘best gift ever’ through 35 in-depth interviews in order to understand the properties of significant gifts as defined by givers and receivers. Findings reveal that the ‘best gifts ever’ are often associated with unforgettable and life-changing experiences. These properties are compared with those of the ‘perfect gift’ to produce an integrative framework for truly special gifts. Specifically, this paper: 1) identifies the properties of ‘best gifts ever’ as distinct from ‘perfect gifts’; 2) uncovers insights into the ‘perfect gift’ beyond the existing conceptualization; and, 3) integrates the ‘best gift ever’ and the ‘perfect gift’ into a unified framework capturing what makes a gift successful.

Keywords
gift-giving; gift-receiving; perfect gift; best gift; successful gifts

Journal
Journal of Business Research: Volume 120

People

Dr Ines Branco-Illodo

Senior Lecturer in Marketing, Marketing & Retail