search query: @author Clarke, J. / total: 11
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| Author: | Clarke, J. |
| Title: | Experiences as gifts: from process to model |
| Journal: | European Journal of Marketing
2008 : VOL. 42:3/4, p. 365-389 |
| Index terms: | marketing consumers consumer behaviour models United Kingdom |
| Language: | eng |
| Abstract: | This paper's aim is to examine the gift giving (henceforth as: g-g.) and receiving (g-r.) that are experiences (henceforth as: exp./exps.) rather than physical goods. It is clarified how the behavioural processes in the selection, exchange and consumption of such intangible gifts might differ from the generic understanding of g-g. Three qualitative research methods are used: i. depth interviews, ii. self-completion written instrument, iii. and semi-structured telephone interviews. Donour, recipient and industry expert perspectives are found, producing a total of nearly 190 real life incidents of exp. gift exchange. The model of exp. g-g. behaviour captures the donour and recipient behaviour with sufficient flexibility to incorporate purchased, modified and donour-created exps., differing donour decision-making styles, and immediate or delayed consumption. The empirical evidence is gathered from the U.K. Consumers of Western societies are actively giving gifts that are exps. Greater understanding of their behaviour in this marketplace will enhance marketing practice for those service organizations recognizing their products' gift potential. |
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