Abstract
Purpose: The paper intends to enrich the set of national contexts used so far in studies about gift-giving. It also intends to test the unique explanatory power of the dimensions of egalitarianism. Design/methodology/approach: The study uses a survey methodology with an Israeli sample. Findings: The results suggest that egalitarianism affects gift-giving behaviors only for females and anniversary presents. Research limitations/implications: The research is not cross-cultural per se. Thus, further research is needed in nations that are maximally different from the USA and Israel on their cultural dimensions. Practical implications: Strong social norms about gift-giving protocol may override the effect of egalitarianism attitudes on gift-giving behavior. Thus, marketers can benefit greatly from creating, nurturing, and promoting ritualistic and structured gift-giving situations. Originality/value: The paper examines gift-giving in Israel, a culturally different setting than the USA and other developed nations. It also extends the use of gender-role attitudes, especially egalitarianism, as a predictor of gift-giving behaviors.
| Original language | English |
|---|---|
| Pages (from-to) | 381-389 |
| Number of pages | 9 |
| Journal | Journal of Consumer Marketing |
| Volume | 27 |
| Issue number | 4 |
| DOIs | |
| State | Published - 2010 |
Keywords
- Consumer behaviour
- Gender
- Israel
- National cultures
- Social norms
ASJC Scopus subject areas
- Business and International Management
- Marketing