I Would Want a Magic Gift: Desire For Romantic Gift Giving and the Cultural Fantasies of Baby Boomers in Japan

Yuko Minowa, Long Island University, USA
Takeshi Matsui, Hitotsubashi University, Japan
Russell Belk, York University, Canada
Romantic gift giving practices of aging Japanese Baby Boomers are examined. The Boomers’ gift giving orientations are influenced by the genealogy of gender domination, gift experiences, and gender socialization. This leads to different current gift orientations: reality adaptors, nostalgia indulgers, fantasy seekers, and fantasy avoiders.
[ to cite ]:
Yuko Minowa, Takeshi Matsui, and Russell Belk (2012) ,"I Would Want a Magic Gift: Desire For Romantic Gift Giving and the Cultural Fantasies of Baby Boomers in Japan", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 901-902.