Gender-role views and gift-giving behaviors in Israel

Vassilis Dalakas, Aviv Shoham

Research output: Contribution to journalArticlepeer-review


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 languageEnglish
Pages (from-to)381-389
Number of pages9
JournalJournal of Consumer Marketing
Issue number4
StatePublished - 2010


  • Consumer behaviour
  • Gender
  • Israel
  • National cultures
  • Social norms

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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