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.
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Volume (Year): 62 (2009) Issue (Month): 11 (November) Pages: 1054-1062 Download reference. The following formats are available: HTML
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