Business Gift Giving in Different Cultural Contexts

We investigate both the functional and symbolic meanings of gift giving in the context of business relationships in different cultures. Gift giving is an integral part of international business (Reardon, 1984); however, systematic studies of the intentions and effects of gift giving, especially in different cultural contexts, are relatively limited (Arunthanes, et al, 1994). The function of consumer gift giving seems to vary in different cultural contexts (Green & Alden (1988). In this research proposal, we suggest that business gift giving has different functional and symbolic meanings in different cultures. Thus, we will seek to document differences in the functional and symbolic meanings of business gift giving and trace these differences to elements of the culture in which the gift giving occurs. We propose three complementary field studies in China, a collective, hierarchical and high context communication culture and in the U.S., an individualistic, egalitarian, and low context communication culture.