Exploring gift gaps: A meta‐analysis of giver–recipient asymmetries

Gift giving has long intrigued and perplexed consumers and scholars alike. Of particular interest is when and why givers bestow gifts that miss the mark with recipients. The current meta‐analysis quantitatively investigates giver–recipient mismatches by empirically examining 153 unique effects from 114 studies across 29 papers. Results suggest that characteristics of the gifts, characteristics of the occasion, and characteristics of the giver/receiver in the gift exchange presented in the original studies affect the degree to which giver–recipient asymmetries are more/less pronounced. This research confirms a persistent disconnect between evaluations gift givers and recipients make about the exchanges in which they participate. This “Gift Gap” is exacerbated when the gift exchanged is sentimental in value, consumed privately, and when the exchange occurs between friends. These results provide some support for various theoretical perspectives hypothesized to explain these asymmetric evaluations. Finally, this research reveals the dearth of research focused on familial gift exchange, cultural differences in gift exchange, and gift exchange for unpleasant occasions or occasions unrelated to birthdays and holidays.