More than a Labor of Love: Gender Roles and Christmas Gift Shopping

Eileen Fischer and Stephen J Arnold

Journal of Consumer Research, 1990, vol. 17, issue 3, 333-45

Abstract: Through a field study of 229 men and women, the effect of gender-related variables on Christmas-gift-shopping patterns was explored. Survey results suggest that women are more involved than men in the activity. However, men are likely to be more involved if they hold egalitarian gender-role attitudes. Overall, the study indicates that, while Christmas shopping may be a "labor of love" to some, it is most widely construed as "women's work." Copyright 1990 by the University of Chicago.

Date: 1990
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:17:y:1990:i:3:p:333-45

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