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More than a Labor of Love: Gender Roles and Christmas Gift Shopping

  • Fischer, Eileen
  • Arnold, Stephen J
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    Through 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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    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 17 (1990)
    Issue (Month): 3 (December)
    Pages: 333-45

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    Handle: RePEc:ucp:jconrs:v:17:y:1990:i:3:p:333-45
    Contact details of provider: Web page: http://www.journals.uchicago.edu/JCR/

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