An exploration of the role of stigma in socially responsible gift giving

Purpose Stigmatization and discrimination are prevalent concerns in contemporary society, leading to adverse psychological and physical consequences for individuals facing stigma-related prejudice. However, whether and why stigma plays a role in gift-giving is largely unexplored. This research explores the variance in giver’s perceived fit between gifts that are socially responsible and those that are not when the recipient belongs to a stigmatized group or not. Design/methodology/approach The article employs multiple online experiments with an average sample size of around 300 per experiment. Findings The article shows that givers perceive a socially responsible gift as a better fit for nonstigmatized recipients, but not for stigmatized recipients and that such a bias is enhanced for vice versus virtuous gifts. These findings are robust across types of stigmas and are explained by a greater self-presentation concern, and consequently, appreciation concern for the gift giver when the recipient is not stigmatized. Research limitations/implications We only looked at two types of stigma – body weight and SES. Future research should investigate whether the effects stay consistent across different types of stigma or whether there are important differences. Practical implications This research provides insight into the challenges that companies that offer socially responsible products may face when consumers consider choosing them as a gift for stigmatized recipients. To overcome this barrier, firms and social messaging as a whole need to showcase stigmatized individuals as deserving of enjoyment and being capable of adopting a sustainable lifestyle. Originality/value The article is the first to offer empirical evidence that biases may exist against stigmatized groups in the context of gifting. It thus enriches the literature concerning marketing to stigmatized persons.