The Transformational Power of Gifts: Feeling Grounded in Difficult Times

Citation

(2024) The Transformational Power of Gifts: Feeling Grounded in Difficult Times. Academy of Marketing Science World Marketing Congress 2024, Bel Ombre, Mauritious, 25.06.2024-29.06.2024.

Abstract
This study sheds light on the use of gift-giving in difficult life situations as a way of feeling (or making others feel) grounded. Gift occasions, including those of self-gift giving, often focus on Christmas, birthdays and other celebrations. However, little research considers gifting in difficult life situations such as deaths, divorce or the Covid pandemic. We address this gap by shedding light on challenging contexts that prompt gift giving, on the ways in which givers and receivers use gifts, and the rituals associated therewith, to feel or help others feel more grounded during the pandemic. Building on Eichinger et al.’s (2022) conceptualization of groundedness, we elucidate how gift experiences restore connection and wellbeing in crisis contexts.

Keywords
Gift giving, consumer well-being, groundedness

People

Dr Ines Branco-Illodo

Senior Lecturer in Marketing, Marketing & Retail