The dark side of gift giving Gifts may create a burden of reciprocity What does

The dark side of gift giving gifts may create a

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The dark side of gift giving Gifts may create a burden of reciprocity . What does that mean? Example: people in New Guinea tend to reject unsolicited, excessively large gifts, because of the anxiety about the unspeicific strings attached. (Henrich et al. 2001, The American Economic Review)
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Holiday rituals Holidays are based on myths and have been transformed over time - e.g. Christmas has been influenced by pagan winter solstice holidays. Consumers perform rituals unique to each holiday. Marketers find ways to encourage gift giving on holidays: Christmas St. Valentine Now you can finally build something together. Halloween
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Has Christmas become too materialistic? Russell W. Belk (1989) ,”Materialism and the Modern U.S. Christmas” ‘Editorials in The Ladies Home Journal in 1890 complained that Christmas had become too commercial and was little more than a ”festival of store-keepers” (O’Neil 1981)‘ Christmas-themed ads in The Ladies Home Journal :
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Sacred and profane consumption Sacred and Profane Love , Titian
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Sacred consumption Social an cultural psychologists consider that sanctity ‘underlies religious notions of striving to live in an elevated, less carnal, more noble way ’. It underlies the widespread idea that the body is a temple which can be desecrated by immoral activities and contaminants (an idea not unique to religious traditions). ( ) Example1 : most people feel that it is wrong to cut an old flag and use it as a wiping cloth, or to have sex with a dead chicken, but most of them cannot explain why they think it’s wrong. Example 2 : Participants in an experiment evaluated a box of cookies and notebook paper lower when they were touching highly sterilized feminine napkins in a closed and sealed package than when they weren’t touching. (Morales and Fitzsimons (2007), Product Contagion: Changing Consumer Evaluations Through Physical Contact with ‘Disgusting’ Products , JMR)
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Sacralization Sacralization occurs when ordinary objects, events, and people take on sacred meaning to a culture or to specific groups within a culture. Souvenirs are markers of sacred experiences. 30 % of visitors arriving on buses at a Canadian museum visited only the gift shop. R. Kelly (1987), ‘Culture As Commodity: the Marketing of Cultural Objects and Cultural Experiences’ Mundane objects (like table napkins) can be transformed from profane into sacred ones, by forming collections . Collecting = systematic acquisition of objects Hoarding = unsystematic acquisition of objects
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Sacred places/people/events Sacred places - e.g., Bethlehem, Mecca, Statue of Liberty, Disney World, home etc.
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