Journal
JOURNAL OF BUSINESS RESEARCH
Volume 62, Issue 11, Pages 1054-1062Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2008.09.012
Keywords
Consumer behavior; Gift giving; Decision making
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This article sets out a research program that examines the dynamics of gifting behavior of long-term committed dyadic relationships-married couples. Our research considers the findings of a study in which the reported gifting behavior of couples reveals two gifting rulebooks; the first rulebook consisting of a set of symbolic communication rules, and a second rulebook consisting of economic exchange rules. Most importantly, we develop a consumer gifting classification of marital dyads. Finally suggestions are offered for future research and implications are drawn for marketing strategy. (C) 2008 Elsevier Inc. All rights reserved.
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