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Original Articles

Reciprocity in a Gift-Giving Situation

Pages 769-778 | Received 18 Nov 1988, Published online: 01 Jul 2010
 

Abstract

Reciprocity in a flower-giving situation was investigated. Norwegian business students (N = 251) were randomly assigned to 12 flower-giving situations that varied by descriptive congruence of the sex of the giver relative to the receiver, affective value attached to the gift, and occasion for gift-giving. Analysis of covariance (ANCOVA) results controlled for the closeness of relationship between the giver and receiver suggest that reciprocity through flowers and reciprocity through other gifts as a continuation of earlier flower-giving are more likely when men are reciprocating rather than women and when the flowers are given as a thank-you.

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