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  • The Role of Social Power Relations in Gift giving on Valentine's Day

    Author(s)
    Rugimbana, Robert
    Donahay, Brett
    Neal, Christopher
    Polonsky, Michael Jay
    Griffith University Author(s)
    Rugimbana, Robert
    Year published
    2003
    Metadata
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    Abstract
    This Study Investigates motives for gift giving by young males on Valentine's Day and advances 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) which found that motivations based on obligation, self-interest and altuism do indeed exist. 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 between the genders. The study ...
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    This Study Investigates motives for gift giving by young males on Valentine's Day and advances 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) which found that motivations based on obligation, self-interest and altuism do indeed exist. 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 between the 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' that arise 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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    Journal Title
    Journal of Consumer Behaviour
    Volume
    3
    Issue
    1
    Publisher URI
    http://au.wiley.com/WileyCDA/WileyTitle/productCd-CB.html
    DOI
    https://doi.org/10.1002/cb.122
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/27635
    Collection
    • Journal articles

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