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

614 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Media, Gender, and Advertising Consumer Behavior and Market Dynamics

Abstract

Through a field study of 299 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.”

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References

2019The Gender of the Gift 1971Personality and Consumer Behavior: A Review 1988The Gift Economy 1984Rule Enforcement Without Visible Means: Christmas Gift Giving in Middletown

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