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Gift Selection for Easy and Difficult Recipients: A Social Roles Interpretation

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  • Otnes, Cele
  • Lowrey, Tina M
  • Kim, Young Chan

Abstract

Using interpretive techniques, we explore the meaning underlying Christmas shoppers' description of some recipients as "easy" or "difficult," in terms of gift selection. We argue that recipients are described as such because they either help or hinder givers' attempts to express specific social roles through exchange. We identify six such roles that givers express alone or in combination to each recipient on their gift lists. These are the pleaser, the provider, the compensator, the socializer, the acknowledger, and the avoider. We discuss the implications of our findings and suggest areas worthy of further research. Copyright 1993 by the University of Chicago.

Suggested Citation

  • Otnes, Cele & Lowrey, Tina M & Kim, Young Chan, 1993. "Gift Selection for Easy and Difficult Recipients: A Social Roles Interpretation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 229-244, September.
    • Handle: RePEc:oup:jconrs:v:20:y:1993:i:2:p:229-44
    DOI: 10.1086/209345
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