How to reciprocate with love? The impact of gift‐giving on marital satisfaction

Abstract Objective This study explored what type of gifts (material vs. experiential) can enhance marital satisfaction, and how the type of gift affects marital satisfaction among couples. Background Previous research on marital satisfaction focused mostly on the “contextual effects” of couples' interactions, with little attention to the “event‐specific effects” of gift‐giving. This study employed a new perspective to research the impact of gift‐giving on marital satisfaction, offering theoretical insights into gift‐giving practices and a fresh perspective on promoting family happiness and harmony. Method This study relied on a systematic literature review to propose three hypotheses, incorporating self‐construal into the research framework. We recruited 403 participants for three experiments to examine the impact of gift‐giving on marital satisfaction and the moderating role of self‐construal. Results This research showed that material gifts, compared to experiential ones, better improved marital satisfaction with emotional intensity as a mediator. Additionally, self‐construal moderated the effect of gift type on marital satisfaction, which is different from prior studies suggesting experiential gifts strengthen social bonds. Conclusion The current study suggests that couples should consider material gifts or highlight their material attributes (like the lasting nature of marital affection) during gift‐giving to enhance marital satisfaction.