An Exploration of Social Influence on Dyadic Giving

Tina M. Lowrey, University of Texas at San Antonio
Cele C. Otnes, University of Illinois
Julie A. Ruth, Rutgers University
EXTENDED ABSTRACT - Most gift-giving research focuses on aspects of the giver, recipient, or their relationship, although Sherry (1983) has argued that charting gift-giving behavior over time and Aas one’s social network expands and contracts@ (p. 158) would illuminate the ways gifts capture the nature of social relationships. Our interpretation of the Christmas giving behavior of five informants over 12 years demonstrates how over time, givers are influenced by third parties when selecting gifts for recipients. Thus, seemingly personal, dyadic gifts perform important relational work in the social network.
[ to cite ]:
Tina M. Lowrey, Cele C. Otnes, and Julie A. Ruth (2004) ,"An Exploration of Social Influence on Dyadic Giving", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 112-112.