Actualidad

By Rocio Alarcón López, Public University of Navarre
 

INARBE is organizing this seminar that will be held on December 11 in the conference room of the Jerónimo de Ayanz building at 12:00 p.m.

Abstract:

Nowadays, product customization is omnipresent, and companies increasingly allow consumers to create meaningful and unique gifts tailored to the recipient's preferences. Similarly, consumers tend to exchange gifts on special occasions (e.g., birthdays and Christmas) but gifts are also given out of the blue to strengthen relationships. Our results suggest that looking for gifts in the presence of a special occasion increases the giver’s intentions to purchase a customized gift rather than in the absence of one. Moreover, this positive effect of occasion-based gifts is mitigated for relationships in the initial stage. Interestingly, givers in more established relationships (e.g., partners in long-term romantic relationships) indicate a higher willingness to buy a customized gift when it is tied to a special occasion compared to a spontaneous gift. These findings have implications for our understanding of gift-giving and for the marketing of customized products.

Ponente:

Rocío Alarcón López is an Assistant Professor at the Public University of Navarre. In her research, she examines the implications of engaging in innovative processes such as product customization and value co-creation. One stream of her research explores the consequences of sharing information with others and social interactions among consumers (i.e., word of mouth and social media). She is particularly interested in understanding identity-signaling behavior (i.e., uniqueness), and consumer emotions.