Recipients determine the final success, or failure, of a gift. However, despite their importance in the gift exchange, their role has been underinvestigated. Through two experimental designs, we examined relational consequences (i.e. perceived strength of the relationship, and reciprocity) of online personalized gifts, and the moderating role of closeness with the giver and relationship-specific anxiety. Findings revealed that the relationship is perceived as stronger when the personalized gift comes from a non-intimate friend and recipients reported more willingness to reciprocate to an acquaintance. Moreover, the personalized gift reinforces relationship with low anxiety, while increases embarrassment in the high anxiety relations.

• Marta Pizzetti(Università della Svizzera italiana)
• Michael Gibbert(Università della Svizzera italiana)