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| Author: | Bird-David, N. Darr, A. |
| Title: | Commodity, gift and mass-gift: on gift-commodity hybrids in advanced mass consumption cultures |
| Journal: | Economy and Society
2009 : MAY, VOL. 38:2, p. 304-325 |
| Index terms: | commodities gifts marketing sales promotion |
| Language: | eng |
| Abstract: | The study argues that gifts and commodities are in practice often hybridized. It first describes the use of mass-gift by supermarkets and chain stores, which is neither a commodity nor a gift. Through the empirical investigation of sales interactions the study critically describes the emergence of a vibrant mass-gift economy in which the meaning of "gifts" and "commodities" as well as their hybrid forms is infused with ambiguity which is strategically played out by agentive social actors throughout the sales process. It suggests going beyond depictions of mass-gifting as merely a calculative strategy for promoting sales. |
SCIMA