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dc.contributor.authorRugimbana, Robert
dc.contributor.authorDonahay, Brett
dc.contributor.authorNeal, Christopher
dc.contributor.authorPolonsky, Michael Jay
dc.contributor.editorMartin Evans
dc.date.accessioned2017-05-03T14:36:51Z
dc.date.available2017-05-03T14:36:51Z
dc.date.issued2003
dc.date.modified2009-12-16T07:11:34Z
dc.identifier.issn14720817
dc.identifier.doi10.1002/cb.122
dc.identifier.urihttp://hdl.handle.net/10072/27635
dc.description.abstractThis Study Investigates motives for gift giving by young males on Valentine's Day and advances previous research on this ritual by controlling for the giving context (occasion and relationship). The study is consistent with previous work by Goodwin et al. (1990) which found that motivations based on obligation, self-interest and altuism do indeed exist. More significantly, however, this study points to the finding that individual motivations for the gift-giving ritual on Valentine's Day may be more intricately intertwined and have deeper manifestations in the perceived social power relationship between the genders. The study recommends that marketers delve beyond the immediate horizon of individual motivations and become even more acutely aware of the 'intrinsic social power messages' that arise from the conjoint influences of motivations. This would have great potential for marketing even more meaningful gift products to both givers and receivers.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherHenry Stewart Publications
dc.publisher.placeLondon, UK
dc.publisher.urihttp://au.wiley.com/WileyCDA/WileyTitle/productCd-CB.html
dc.relation.ispartofpagefrom63
dc.relation.ispartofpageto73
dc.relation.ispartofissue1
dc.relation.ispartofjournalJournal of Consumer Behaviour
dc.relation.ispartofvolume3
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode1505
dc.titleThe Role of Social Power Relations in Gift giving on Valentine's Day
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.date.issued2003
gro.hasfulltextNo Full Text
gro.griffith.authorRugimbana, Robert


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