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

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  • Fischer, Eileen
  • Arnold, Stephen J

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.

Suggested Citation

  • Fischer, Eileen & Arnold, Stephen J, 1990. "More than a Labor of Love: Gender Roles and Christmas Gift Shopping," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 333-345, December.
    • Handle: RePEc:oup:jconrs:v:17:y:1990:i:3:p:333-45
    DOI: 10.1086/208561
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