More than a Labor of Love: Gender Roles and Christmas Gift Shopping
AbstractThrough 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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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 17 (1990)
Issue (Month): 3 (December)
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Web page: http://www.journals.uchicago.edu/JCR/
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