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Consumer Gift Systems

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  • Markus Giesler

Abstract

This article develops a critique of the dyadic model of consumer gift giving and an extension of the classic paradigm of gift giving as elaborated in fundamental anthropological and sociological texts. I conceptualize and present empirical evidence for the notion of a consumer gift system, a system of social solidarity based on a structured set of gift exchange and social relationships among consumers. Social distinctions, norm of reciprocity, and rituals and symbolisms are defined as key characteristics of a consumer gift system and are shown to be present in peer-to-peer music file sharing at Napster. Implications for extant research on solidarity, gift giving, and consumption are discussed, and future research directions are provided. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Markus Giesler, 2006. "Consumer Gift Systems," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 283-290, August.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:2:p:283-290
    DOI: 10.1086/506309
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