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Role of social power relations in gift giving on Valentine's day
journal contribution
posted on 2003-09-01, 00:00 authored by R Rugimbana, B Donahay, C Neal, Michael PolonskyMichael PolonskyThis 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.
History
Journal
Journal of consumer behaviourVolume
3Issue
1Pagination
63 - 73Publisher
John Wiley & Sons, Inc.Location
Hoboken, NJ.ISSN
1472-0817Language
engPublication classification
C1.1 Refereed article in a scholarly journal; C Journal articleCopyright notice
2003 Henry Stewart PublicationsUsage metrics
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