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| Tekijä: | Rugimbana, R. (et al.) |
| Otsikko: | The role of social power relations in gift giving on Valentine's Day |
| Lehti: | Journal of Consumer Behaviour
2003 : SEP, VOL. 3:1, p. 63-73 |
| Asiasana: | Consumer behaviour Shopping Gifts Gender Sociology |
| Kieli: | eng |
| Tiivistelmä: | This study investigates motives for gift giving by young males on Valentine's Day, advancing 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). 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 btw. 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' arising from the conjoint influences of motivations. This would have great potential for marketing even more meaningful gift products to both givers and receivers. |
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