yellow carnations or three white daisy sprays inadequately conveyed these messages. To our knowledge, there has been no research that comprehensively studies consumer choices of cut flowers at different occasions and for different gift recipients and
examined across different relation ties between the givers and recipients, including parents, romantic partners, and others, because in the real world different relationships are emphasized for different gift-giving holidays. For example, the mother
This work is a portion of research submitted by I. Lara in partial fulfillment of the requirements for the PhD degree. The authors are grateful to D. Dilley, Michigan State University, East Hansing, for the generous gift of apple ACO antibody, A
This work is a portion of research submitted by I. Lara in partial fulfillment of the requirements for the PhD degree. The authors are grateful to D. Dilley, Michigan State University, East Lansing, for the generous gift of apple ACO antibody, A
attitudes about the gift and recipient ( Burgoyne, 1999 ). Given the amount of money spent on gifts by U.S. consumers and that 75% to 80% of floral transactions (≈$5 million of industry revenues) are for gifts (IBISWorld Inc., 2010; Silvergleit, 2004 ), the
. Gifts are mainly used for social communication. They work as an instrument to convey the giver’s intention, as well as how the giver perceives the recipient and the relationship ( Banks, 1979 ; Belk and Coon, 1993 ; Joy, 2001 ; Schwartz, 1967 ). On
regard to consumer choices of flower colors at different calendar and noncalendar occasions. This study helps to fill this gap. Consumers' choice of different colors is motivated by and depends on the flower receivers' (buyer's own or gift recipients
items because a badly chosen gift harms the relationship between the gift giver and recipient ( Roster, 2006 ). Yue et al. (2009 ) found that cut flower gifts are perceived as riskier than cut flowers purchased for personal enjoyment or as decor items
designs with customers ( Table 1 ). I nnovative approaches to delivering flowers Nearly all of the responding florists [92 (84.4%)] enacted no-contact delivery guidelines. Avoiding contact with floral gift recipients can lead to security issues
were more likely purchase from a BS. Caplow (1984) reported that a primary motivation of gift givers is to fortify important relationships and maintain goodwill with gift recipients. A product perceived as cheap or inexpensive might not be able to