... comparing between male and female behavior is the interesting finding of Othman and Lee’s study. Givers will pay different attitude to these factors when choosing gifts, thus, may lead to the ... although in different forms to build and strength relationship between the giver and the recipient. As a form of reciprocity or exchange, gift giving/ receiving is one of the processes that integrate ... and Shrum 1997). Up to date, the research of Otnes and co-authors (1997) is the most significant study in consumer ambivalence area. In the research, these authors synthesized the four interpretations...