Role of social power relations in gift giving on Valentine's day

Rugimbana, Robert, Donahay, Brett, Neal, Christopher and Polonsky, Michael 2003, Role of social power relations in gift giving on Valentine's day, Journal of consumer behaviour, vol. 3, no. 1, pp. 63-73.

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Title Role of social power relations in gift giving on Valentine's day
Author(s) Rugimbana, Robert
Donahay, Brett
Neal, Christopher
Polonsky, MichaelORCID iD for Polonsky, Michael
Journal name Journal of consumer behaviour
Volume number 3
Issue number 1
Start page 63
End page 73
Publisher John Wiley & Sons, Inc.
Place of publication Hoboken, NJ.
Publication date 2003-09
ISSN 1472-0817
Keyword(s) gift giving
consumer behaviour
qualitative research
Summary This study investigates motives for gift giving by young males on Valentine's Day and advances previous research on this ritual by controlling for the giving context (occasion and relationship). The study is consistent with previous work by Goodwin et al. (1990) which found that motivations based on obligation, self-interest and altruism do indeed exist. More significantly, however, this study points to the finding that individual motivations for the gift-giving ritual on Valentine's Day may be more intricately intertwined and have deeper manifestations in the perceived social power relationship between the genders. The study recommends that marketers delve beyond the immediate horizon of individual motivations and become even more acutely aware of the 'intrinsic social power messages' that arise from the conjoint influences of motivations. This would have great potential for marketing even more meaningful gift products to both givers and receivers.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2003 Henry Stewart Publications
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