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Economic Dimensions of Household Gift Giving

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  • Garner, Thesia I
  • Wagner, Janet

Abstract

The purpose of this research was to explore economic dimensions of a consumer gift-giving model. Two dimensions of extrahousehold gift expenditures were modeled: the probability of giving and the expected value of the corresponding expenditures. Data were from 4,139 households in the Quarterly Interview component of the 1984-85 U.S. Continuing Consumer Expenditure Survey. The results demonstrated that both the probability of giving and the value of annual expenditures for gifts given outside the consumer unit are related to total expenditures (a proxy for income), family size, life-cycle stage, and education. In addition, the probability of gift giving is related to the number of female adults, ethnicity, and urbanization, and the value of gift expenditures is related to region. Extrahousehold gift expenditures appear to be a luxury--as income increases, gift expenditures increase more rapidly. Copyright 1991 by the University of Chicago.

Suggested Citation

  • Garner, Thesia I & Wagner, Janet, 1991. "Economic Dimensions of Household Gift Giving," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(3), pages 368-379, December.
    • Handle: RePEc:oup:jconrs:v:18:y:1991:i:3:p:368-79
    DOI: 10.1086/209266
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    1. repec:dau:papers:123456789/8658 is not listed on IDEAS
    2. repec:dau:papers:123456789/3603 is not listed on IDEAS
    3. Otter, Pieter W. & Scheer, Hiek van der & Wansbeek, Tom, 2006. "Optimal selection of households for direct marketing by joint modeling of the probability and quantity of response," CCSO Working Papers 200606, University of Groningen, CCSO Centre for Economic Research.
    4. Vanhamme, J. & de Bont, C.J.P.M., 2005. "“Surprise Gift” Purchases of Small Electric Appliances: A Pilot Study," ERIM Report Series Research in Management ERS-2005-081-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    5. Yi-Bin Chiu & Zhen Wang & Xu Ye, 2023. "Household gift-giving consumption and subjective well-being: evidence from rural China," Review of Economics of the Household, Springer, vol. 21(4), pages 1453-1472, December.
    6. John L. Solow, 1993. "Is it Really the thought that Counts?," Rationality and Society, , vol. 5(4), pages 506-517, October.
    7. Ruffle, Bradley J., 1999. "Gift giving with emotions," Journal of Economic Behavior & Organization, Elsevier, vol. 39(4), pages 399-420, July.
    8. Vanhamme, Joëlle & de Bont, Cees J.P.M., 2008. "“Surprise Gift” Purchases: Customer Insights from the Small Electrical Appliances Market," Journal of Retailing, Elsevier, vol. 84(3), pages 354-369.
    9. Joo, Young-Hyuck & Kim, Yunsik & Yang, Suk-Joon, 2011. "Valuing customers for social network services," Journal of Business Research, Elsevier, vol. 64(11), pages 1239-1244.

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