Are they playing by the same rules? A consumer gifting classification of marital dyads

Leon G. Schiffman and Deborah Y. Cohn

Journal of Business Research, 2009, vol. 62, issue 11, 1054-1062

Abstract: 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.

Keywords: Consumer; behavior; Gift; giving; Decision; making (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:11:p:1054-1062

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