BUSI 4206 Chapter Notes - Chapter 14: Cranberry Sauce, Liminality
26 May 2015
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Document Summary
In the gift giving ritual consumers procure the perfect object (artifact), meticulously remove the price tag (symbolically changing the item from a commodity to a unique good), carefully wrap it, and deliver it to the recipient. Making gifts or cards further personalizes the gift exchange process. Gift giving is viewed by researchers primarily as a form of economic exchange in which the giver transfers an item of value to a recipient, who in turn is obligated to reciprocate. Gift giving can also involve symbolic exchange, wherein the giver is motivated by unselfish factors, such as love or admiration, and does not expect anything in return. Some research indicates that gift giving evolves as a form of social expression; it is more echange oriented (instrumental) in the early stages of a relationship but becomes more altruistic as the relationship develops. Stages of the gift giving ritual: during gestation the giver is motivated by an event to procure a gift.
