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- Title
Gift Selection for Easy and Difficult Recipients: A Social Roles Interpretation.
- Authors
Otnes, Cele; Lowrey, Tina M.; Kim, Young Chan
- Abstract
Using interpretive techniques, we explore the meaning underlying Christmas shoppers' description of some recipients as "easy" or "difficult," in terms of gift selection. We argue that recipients are described as such because they either help or hinder givers' attempts to express specific social roles through exchange. We identify six such roles that givers express alone or in combination to each recipient on their gift lists. These are the pleaser, the provider, the compensator, the socializer, the acknowledger, and the avoider. We discuss the implication; of our findings and suggest areas worthy of further research.
- Subjects
CEREMONIAL exchange; CHRISTMAS &; society; CONSUMER behavior; HOLIDAY shopping; SEASONAL markets; DECISION making; SOCIAL role; GIFT giving; SOCIAL psychology; SOCIAL interaction; SOCIAL exchange; INTERPERSONAL relations
- Publication
Journal of Consumer Research, 1993, Vol 20, Issue 2, p229
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/209345