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

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  • Schiffman, Leon G.
  • Cohn, Deborah Y.

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.

Suggested Citation

  • Schiffman, Leon G. & Cohn, Deborah Y., 2009. "Are they playing by the same rules? A consumer gifting classification of marital dyads," Journal of Business Research, Elsevier, vol. 62(11), pages 1054-1062, November.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:11:p:1054-1062
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    References listed on IDEAS

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    Cited by:

    1. Nguyen, Hieu P. & Munch, James M., 2011. "Romantic gift giving as chore or pleasure: The effects of attachment orientations on gift giving perceptions," Journal of Business Research, Elsevier, vol. 64(2), pages 113-118, February.

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