Small spontaneous gifts with no expectations of something in return can influence both purchasing behavior and customer relationships in powerful ways. Amie Gustafsson, PhD in Business Administration at Karlstad Business School and researcher at the Service Research Center (CTF), has had her work published in the prestigious Journal of the Academy of Marketing Science.
Amie Gustafsson, what might such a gift consist of, and when is it given to the consumer?
– It’s about small, unexpected gifts that are given without requiring anything in return. It might be a free accessory with a purchase, an extra product in the delivery, a gift when the customer walks into the store, or something included with their first online order. The important thing is that it’s not perceived as a reward that needs to be earned. We tested this with, for example, packages of coffee and chocolate.
What can such a gift do to consumer behavior?
– It can increase immediate consumption as well as strengthen the relationship with the company over time. Consumers tend to spend more in the moment, feel more positively toward the company, become more loyal, and be more likely to return and put more in their shopping cart after receiving a gift. So the effect is not just about purchase volume but about how the consumer interprets the company’s intentions and responds to them in their behavior.
Why do consumers react this way to a gift?
– The gift activates two psychological mechanisms. One is gratitude, which strengthens the relationship and the desire to continue doing business with the company. The other is a sense of obligation, which can lead to higher consumption in the moment. The fact that the gift is unconditional is crucial for these mechanisms to arise.
Does the value of the gift matter?
– Not necessarily. It’s not the price itself that matters most but that the gift is perceived as genuine and unexpected. Even low-cost gifts can have clear effects if given in the right way and at the right time.
How common is this?
– It occurs, but often more intuitively than strategically. Many companies use gifts, but without a clear understanding of when they work best or what effects they actually have.
And which consumers are these gifts most commonly given to?
– They are often used for new customers—to quickly create a positive first relationship. But our results show that they can also work for existing customers, depending on the purpose and context.
Is one gift enough, or do consumers expect it to continue?
– A single gift can have an effect without creating a strong expectation of repetition—especially if it comes across as truly unexpected. If gifts become too frequent, however, they risk being perceived as something taken for granted rather than a generous gesture.
What do you hope your research will contribute?
– I hope it gives both researchers and practitioners a more nuanced understanding of how small, simple actions can influence customer relationships. Above all, we show that it’s not only about incentives but about how people interpret the intentions behind a company’s actions.
How does it feel to be published in the Journal of the Academy of Marketing Science?
– It feels very exciting and an honor. It is one of the most renowned journals in marketing, and the process has been both demanding and educational. It has been especially valuable to work with such skilled co-authors: Paul W. Fombelle at Northeastern University, Clay M. Voorhees at the University of Alabama, Lars Witell at Linköping University, and Anders Gustafsson at BI Norwegian Business School and Alliance Manchester Business School. The collaboration has been both instructive and inspiring.
