“Make Someone Happy”: Romantic Gift Giving of Teenagers in Japan

Romantic gift giving practices of teenagers in socioeconomically troubled Japan are examined. The teenagers’ gift giving orientations are influenced by the gender and gift giving socialization and the media. Four emergent themes manifest as the synthetic cosmic order, Disneyfied intimate sphere, body and soul, and playing liquid romance.


Yuko Minowa, Takeshi Matsui, and Russell Belk (2013) ,"“Make Someone Happy”: Romantic Gift Giving of Teenagers in Japan", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 219-220.


Yuko Minowa, Long Island University, USA
Takeshi Matsui, Hitotsubashi University, Japan
Russell Belk, York University, Canada


E - European Advances in Consumer Research Volume 10 | 2013

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