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More Than the Gift: How Giver Body Size Influences Recipient Perception

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Psychology and Marketing

Published online on

Abstract

["Psychology &Marketing, EarlyView. ", "\nABSTRACT\nGift giving serves an important function in fostering interpersonal relationships, and givers often prioritize eliciting appreciation from recipients. While previous research has largely focused on gift‐related characteristics that influence recipients' appreciation, this research suggests that giver characteristics, specifically body size, evoke specific stereotypes that in turn shape a recipient's appreciation for a gift. Across studies, we find that larger body size can increase gift appreciation through warmth and effort in contexts where body size is diagnostic of warmth; this pattern is strongest and most consistent for female givers and attenuates for male givers. The effect occurs, in part, because the recipient perceives the overweight giver as warmer than a slim giver, illustrating endorsement of a common stereotype of overweight individuals. Such perceptions of warmth also enhance the recipient's belief that the gift from the overweight giver involves greater effort, which ultimately increases their appreciation for the gift. We further find that the effect also mitigates when recipients have strong(er) weight‐related prejudices or when the gift is framed as externally provided by a brand. This research thus contributes to the gift‐giving literature stream and provides practical implications for marketers and consumers.\n"]