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Gender differences in gift exchanges: New directions from projections

Gender differences in gift exchanges: New directions from projections Quantitative and qualitative techniques are used to investigate both the content and structure of consumer‐constructed stories about gift exchanges. The findings elaborate gender differences that predominate the process. Females perceive their chosen gift exchange relationships as significantly more intimate than do males. Females frame the exchanges significantly more often in the context of formal celebratory ritualized gift exchange occasions than males. Males inject more fantasy into stories of gift exchanges than females. Coded measures of the elaboration of the projective stories reveal a significant interaction between gender and assigned role as giver or receiver of a gift, with female receivers having the most to say about their gifts. Several interpretive propositions related to gift exchanges are proposed. © 1995 John Wiley & Sons, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

Gender differences in gift exchanges: New directions from projections

Psychology & Marketing , Volume 12 (5) – Aug 1, 1995

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Publisher
Wiley
Copyright
Copyright © 1995 Wiley Periodicals, Inc., A Wiley Company
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.4220120503
Publisher site
See Article on Publisher Site

Abstract

Quantitative and qualitative techniques are used to investigate both the content and structure of consumer‐constructed stories about gift exchanges. The findings elaborate gender differences that predominate the process. Females perceive their chosen gift exchange relationships as significantly more intimate than do males. Females frame the exchanges significantly more often in the context of formal celebratory ritualized gift exchange occasions than males. Males inject more fantasy into stories of gift exchanges than females. Coded measures of the elaboration of the projective stories reveal a significant interaction between gender and assigned role as giver or receiver of a gift, with female receivers having the most to say about their gifts. Several interpretive propositions related to gift exchanges are proposed. © 1995 John Wiley & Sons, Inc.

Journal

Psychology & MarketingWiley

Published: Aug 1, 1995

References

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