Gifts that keep on giving: Reflected appraisals from gifts and their role in identity and choice

Abstract

Gifts are one important way in which individuals come to own and consume the products that they do. The current work investigates a novel consequence of acquiring and consuming items in this way—recipients draw inferences about givers' views of them (reflected appraisals) which, in turn, can influence related aspects of recipients' identity. We report five studies that test our predictions, distinguish gifts' effects from acquisition alone, and test moderators designed to shed light on the predicted process and scope of gifts' influence on reflected appraisals and reflected appraisals influence on identity. We find evidence that gifts impact reflected appraisals across a range of gifts and identities, using both scenario-based studies and studies involving real gifts. We also provide evidence about when these reflected appraisals can influence recipients' identity and how this affects subsequent choice.