| Tekijä: | Fischer, E. Arnold, S. |
| Otsikko: | More than a Labour of Love; Gender Roles and Christmas Gift Shopping |
| Lehti: | Journal of Consumer Research
1990 : DEC, VOL. 17, p.333-345 |
| Asiasana: | CONSUMER BEHAVIOUR MOTIVATION RESEARCH CONSUMERS |
| Kieli: | eng |
| Tiivistelmä: | A field study of 299 men and women explored the effect of gender-related variables on Christmas-gift-shopping patterns. The results indicate that women are more involved in the activity than men. However, more egalitarian men give gifts to more recipients and spend more time shopping per recipient, while women with more traditional attitudes spend fewer dollars and more time shopping per recipient than do women with egalitarian attitudes. |
SCIMA