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EMAC 2023 Annual

The impact of anxiety and design skill on the perceived value of customising gifts for oneself and others and the effect of complexity

Published: May 24, 2023


celine stiris, university of kingston; Francesca Dall'Olmo Riley, University of Kingston; Jaywant SINGH, University of Southampton


Given the expected growth of the sector of customised gifts, it is vital for managers to identify the antecedents of consumer value in gift customisation to develop optimal customisation tools and ensure purchase. However, so far, the impact of the positive and negative aspects of gift customisation on perceived value are not well understood. Using a web-based survey, this study examines the impact of design skill and anxiety on perceived value of customising gifts for oneself and others and the effect of complexity. Findings show that consumers confident in their design skill are less anxious and have higher purchase intention. Conversely, perceived complexity causes anxiety and decreases their willingness to purchase. Contrary to expectations, creating a gift for oneself or other does not affect relationships. Findings extend the theory of consumption value and to the literature on customisation and gifting.