Data for Gift-giving, Love Styles, and Sacrifice: An Analysis Among Romantic Partners published by RAC-Revista de Administração Contemporânea

This paper aimed to understand the gift-giving from the love types experienced in romantic relationships, investigating the frequency, the reasons for the act of giving gifts among couples, and the sacrificial perception. Through a quantitative and descriptive research, we conducted a survey with 257 people. The results revealed that the love characterized by eroticism and passion (Eros) is the predominant style among couples, and it is also, among the primary typologies, that guides individuals to gift more frequently through the social motive. In addition, among the secondary love styles, the altruist (Agape) tends to be what most often induces gift-giving, generating a sacrificial perception of the offerer. Further, it was seen that the sacrifice can be perceived in the gift-giving in other forms of love besides the Agape style. It is concluded that the gift-giving can vary according to the love styles experienced by people and that the perception of sacrifice in this act is related to these typologies of love. From the research results, we encourage the development of reflections and investigations focused on the consequences of love forms on consumer behavior, highlighting Lee's theory (1988) as capable of providing new interpretations about consumer relations.本研究旨在基于浪漫关系中个体所体验的爱情类型，剖析情侣间的礼物馈赠行为，具体考察送礼频率、送礼动因以及送礼者的牺牲感知。本研究采用定量描述性研究方法，对257名受试者开展了问卷调查。研究结果显示，以情欲与激情为核心特征的爱情类型（Eros）是情侣间最主流的爱情风格；同时在主要爱情类型中，该类型也是通过社会动机驱动个体更频繁送礼的主导因素。此外，在次要爱情风格中，利他型爱情（Agape）往往是最常引发送礼行为的类型，并会让送礼者产生牺牲感知。进一步研究发现，除仁爱型爱情外，其他爱情类型下的礼物馈赠行为也能让接收者感知到送礼者的牺牲。本研究最终得出结论：礼物馈赠行为会因个体所体验的爱情风格不同而产生差异，且送礼行为中的牺牲感知与这些爱情类型密切相关。基于本研究结果，我们呼吁学界开展更多聚焦于爱情形式对消费者行为影响的反思与研究，并指出李（Lee, 1988）提出的爱情类型理论能够为消费者关系研究提供全新的解读视角。