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More Than A Labor of Love: Gender Roles and Christmas Gift Shopping
Abstract and Figures
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.
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... She found that there is a significant relationship between hedonic consumption and gender and that the female students were behaving with more hedonic motivations when making consumption than male students did. Fischer and Arnold (1990), in their study, tried to investigate the gender role at Christmas shopping and found that women were more involved and volunteering, spent more time to ...
At the point where today’s marketing reached, the consumer has become
the focus point and understanding the needs and wants of consumers come into
prominence. It is very hard to understand the needs and wants of consumers
because they do not just behave in a rational manner. They also try to take
pleasure from their consumption experiences. The desire of pleasure taking
created a new and popular concept which is called as hedonic consumption.
To understand consumers, it is very important to understand their
hedonic consumption behaviors. There are a number of scales that measures
hedonic consumption. The most popular of those scales are the scale of Arnold
and Reynolds (2003)’s scale which suggests that the reasons of hedonic
consumption can be grouped under six categories as: adventure, gratification,
role, social, value and idea. The aim of this study is confirmation of the hedonic
consumption scale and investigation of the effect of demographics on hedonic
consumption behavior of consumers.
The theoretical parts of the study covers the literature review on the
concept of consumer behavior, consumer behavior models, stages in consumer
decision process, factors affecting consumer behavior, types of consumption,
hedonism, hedonic consumption and reasons of hedonic consumption.
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With taking the literature review into consideration, a questionnaire was
prepared and an application was made to 255 participants from Izmir. Based
on confirmatory factor analysis, using LISREL, it was suggested that the
original scale of Arnold and Reynolds (2003) which includes six reasons of
hedonic shopping should be grouped under five dimensions (adventure and
gratification, role, value, social, idea). Also, the effect of demographic factors on
hedonic consumption was analyzed by using SPSS 16.0 and it was found that
only gender created a significant difference on hedonic consumption.
... Ide nilai hedonis terkait erat dengan gagasan nilai konsumen, yang berarti bahwa untuk memahami nilai-nilai hedonis, kita juga harus mempertimbangkan kembali pemahaman kita tentang nilai dalam pandangan konsumen. Konsumen menilai nilai sebagai kesenjangan antara apa yang telah mereka korbankan dan apa yang telah mereka dapatkan (Kotler & Amstrong, 2010 Konsumen dengan nilai hedonis tinggi mungkin tidak puas dengan elemen fungsional produk dan mencari rangsangan yang lebih menyenangkan dalam produk (Fisher dan Arnold, 1990). Nilai-nilai hedonis juga terkait erat dengan rasa "harga diri" yang diperoleh melalui kenikmatan kenyamanan, hiburan, imajinasi, dan kesenangan (Hirschman dan Holbrook, 1982). ...
Personal Finance is needed to manage and gain the maximun benefit from the money through investment. However, the current trends have brought changes in one’s consumption behavior to be irrational. This research was conducted to investigate the purpose of someone buys a luxury products. The research was conducted using qualitative methods. Data were obtained from interviews and observations. Our results showed that the quality and functionality of luxury products were not the primary reason for purchasing but rather a psychological factor. Many reasons for purchasing luxury products were influenced by bias. Lifestyle, identity, social status are the triggers, how they want to be more repected or just to follow the trends, even to expect an over reaction from other people who see their appearance. It is not easy to determine rational reasons for purchasing luxury products. People who love luxury products take advantage by making it an alternative investment rather than just a lifestyle. The lifestyle should be no longer misleading when the they knows how to make it as well as a benefit. Abstrak: Personal Finance diperlukan untuk mengelola dan mendapatkan keuntungan maksimal dari uang melalui investasi. Namun, tren saat ini telah membawa perubahan perilaku konsumsi seseorang menjadi tidak rasional. Penelitian ini dilakukan untuk mengetahui tujuan seseorang membeli produk mewah. Penelitian ini dilakukan dengan menggunakan metode kualitatif. Data diperoleh dari wawancara dan observasi. Hasil kami menunjukkan bahwa kualitas dan fungsionalitas produk mewah bukanlah alasan utama untuk membeli melainkan faktor psikologis. Banyak alasan untuk membeli produk mewah dipengaruhi oleh bias. Gaya hidup, identitas, status sosial menjadi pemicu, bagaimana mereka ingin lebih dihormati atau hanya mengikuti tren, bahkan mengharapkan reaksi berlebihan dari orang lain yang melihat penampilannya. Tidak mudah menentukan alasan rasional untuk membeli produk mewah. Orang yang menyukai produk mewah memanfaatkannya dengan menjadikannya sebagai alternatif investasi bukan hanya sekedar gaya hidup. Gaya hidup seharusnya tidak lagi menyesatkan ketika mereka tahu cara membuatnya dan juga manfaatnya.
... 매장에서 소비자가 쇼핑을 하는 행위는 상품 구매뿐만 아니라 미적 특성이나 정서적/쾌락적 즐거움을 얻고자 하는 측면이 있다 고 하는 것은 이미 여러 연구들 (Ahn & Lee, 2011;Babin et al., 1994;Bae, 2012;Bloch et al., 1994;Chae, 2017;Crowely et al., 1992;Min & Jang, 2022;Park et al., 2012) (Kim, 1996) 소비자는 자신이 지향하는 쇼핑 가치가 충족되었을 때만 향후에 지속적인 거래를 할 의도를 갖는다 (Moon, 2016 (Ahn et al., 2008), 점포충성도 (Park et al., 2012), 구매 의도 (Li & Moon, 2021), 점포에 대한 호의적 태도와 점포에 대한 감정적 반응 (Ahn & Lee, 2011 Babin 등(1994), Belk (1987), Fischer & Arnold (1990), Hirschman & Holbrook (1982), Kim과 Park (2002), Sherry (1990) (Batra & Ahtola, 1991;Engel et al., 1995;Sherry, 1990), 쾌락적 가치를 추구하는 소비자는 좀 더 개인적이고 주관적이며, 과업 수행보다는 쇼핑의 잠재적인 즐 거움과 감정적 가치를 중요하게 여긴다고 하였다 (Bellenger et al., 1976 (Darden & Reynolds, 1971). Yoo와 Kim (1994) (Cho, 2011;Kim, 2009 Other customers who use the store seem to harmonize with me. ...
Using Bernd H. Schmitt’s experiential modules, this study investigated the effect of shopping value on recognizing the importance of customer experience. A survey was conducted with 400 adults aged in their 20s to 50s. To analyze the data, factor analysis, a reliability test, cluster analysis, and ANOVA were conducted. The results were as follows. First, the shopping values exhibited by sportswear consumers were a utilitarian shopping value and a hedonic shopping value. Through these, consumers were classified into four groups: a shopping value-oriented group, a utilitarian shopping value group, a shopping value-unconcern group, and a hedonic shopping value group. Second, the customer experience consisted of five factors: sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience. Third, a significant difference was observed in customers’ perceived experiences according to shopping value type. In the shopping value-oriented group, all customer experiences were generally considered important, followed by the hedonic shopping value group and the shopping value-unconcern group, with the utilitarian shopping value group least likely to perceive customer experiences as important. In addition, cognitive and emotional experiences were rated highest among the five experiences, indicating that these were the most important store experiences among the various customer experience components.
The objective of the study is to find out what factors trigger a customer to go for impulse buying decision. Previous researches show the relationship of different variables like situational characteristics i.e. availability of money, time and which make customers to go for impulsive buying. This research focuses on store environmental characteristics, loyalty of customers with the store, and emotions of the customers. The results of this study show a positive relationship between variables of store environment characteristics and store loyalty with the positive emotions of the customers and their direct impact also show a positive relationship with the impulsive buying. Both variables store loyalty and store environment characteristics have positive impact on customer positive emotions. Customer’s positive emotions served as a mediating variable and results show a positive relationship which indicates a partial mediation. This study is helpful for retailers and companies to understand how customers are thinking these days. As this is observed those customers not only shop to fulfill the needs and wants but they shop to rewards themselves as well. Customers shop unplanned when they find their love brand well merchandized manner which reflects the original image of the brand. Keywords: loyalty, buying, impulsive buying
Gifting is socially and economically important. Studies of gifting physical objects have revealed motivations, values, and the tensions between them, while HCI research has revealed weaknesses of digital gifting and explored possibilities of hybrid gifting. We report an ‘in the wild’ study of a hybrid chocolate gift deployed as a commercial product. Interviews reveal the experiences of receivers and givers, as well as the producer's friction points and tangible benefits. We reveal how in hybrid gifts the digital elevates the physical while the physical grounds the digital. We discuss how hybrid gifts bridge the tension between receiver-preference and relationship-signalling motivations, the need to further strengthen the exchange and reveal stages of hybrid gifting, and to manage the privacy of sensitive personal messages. We propose to extend the concept of hybrid wrapping to include a finer-grained interleaving of digital into complex packaging and multi-layered wrappings to create more holistic gifting experiences.
Research on gender differences in gift-giving behaviour consistently shows that women are much more involved in gift-giving activities than men and bear far more responsibility in this regard. This is attributed to a gender-specific understanding that assigns caring for others to the female role and is taught as part of early childhood socialization. In addition, reference is made to the fact – not independent of this – of female kinship work. In detail, a number of other gender differences can be demonstrated, for example with regard to the basic attitude to gift giving or to the understanding of “typically male” or “typically female” gifts. Apparently, the ideas and nature of the division of labour between the sexes in gift-giving have changed little, despite the ongoing considerable social change in the understanding of roles.
Gift‐giving is a typical consumer behavior with important implications for consumers and marketers. Accordingly, consumer gift‐giving behavior has received much attention from marketing scholars. We conduct a bibliometric analysis of 237 articles on gift‐giving from the Web of Science database. This analysis identifies the bibliometric attributes of the gift‐giving literature, including its publication trend, influential outlets, impactful articles, prolific scholars, international scope, state of collaboration, and featured topics and themes. Using content analysis, we identify three themes that categorize the consumer gift‐giving literature's key segments: (1) broad and nuanced outlooks of the social side of gift‐giving, (2) the less pleasant side of gift‐giving, and (3) the foundational research on consumer gift‐giving. This paper provides readers with a state‐of‐the‐art overview of consumer gift‐giving literature and identifies opportunities for future gift‐giving research.
The purpose of the study is to determine the factors of online fast food-buying intention among Bangladeshi Millennials during the COVID-19 pandemic. The study adopted the Value-Attitude-Behavior (VAB) model and designed it as a higher-order constructs model to predict buying intention. Using a quantitative method (i.e., cross-sectional survey), data was collected from 325 respondents via a structured questionnaire and subsequently analyzed using Structural Equation Modeling (SEM) through AMOS software. The findings of the study revealed that convenience and food quality generate utilitarian values, while subjective norms and novelty-seeking form hedonic values. Also, utilitarian and hedonic values significantly affect cognitive and affective attitudes. As opposed to food quality, the cognitive attitude, affective attitude, self-identity, and subjective norms were observed to affect behavioral intention, with affective attitude producing the strongest association, albeit with the high explanatory power of the model. Consequently, this study offers a number of theoretical and policy implications to design better interventions that address public health regarding fast food consumption.
Care is a central dimension of family consumption. Previous studies have explored it as interpersonal, emotional work performed through everyday consumption practices. Most of these studies have investigated care as articulated in the present time and within nuclear families. This study sets out to explore the relations between grandparents and grandchildren, arguing that it provides an intriguing case for enriching the current understanding of care in family consumption and its multitemporal nature. To this aim, the study conducts qualitative interviews and employs a narrative version of the theory of generativity to conceptualize the multifaceted ways in which caring manifests through consumption in grandparent–grandchild relations. As a result, the study offers a processual framework of intergenerational caring through consumption (ICTC). The analysis identifies, first, the multilayered nature of ICTC, consisting of three layers of caring enacted through generative acts. Second, it identifies three temporal perspectives to ICTC, revealing its multitemporal nature. The framework provides novel insights into how familial caring is done from generation to generation, and how a desire to care is kept alive in today’s consumer society.
Though the notion of marketing as exchange has proved conceptually robust since its introduction more than 10 years ago, few empirical marketing studies have used exchange as a guiding paradigm. The author examines male- and female-placed personal advertisements as examples of complex, heterogeneous marketing exchange. Several hypotheses about the exchange resources possessed and sought by men and women are tested.
When interviewing by telephone, it is relatively difficult to make a random selection of adult respondents from within the households reached. The authors propose a new technique for within-household selection and present data concerning the effects of this procedure as used in surveys in Minneapolis-St. Paul, and Champaign-Urbana, Illinois.