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Cele C. Otnes

In: The SAGE Handbook of Consumer Culture

Chapter 13: Re-presenting, Reinvigorating and Reconciling: Gift-giving Research within and beyond the CCT Paradigm

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Re-presenting, Reinvigorating and Reconciling: Gift-giving Research within and beyond the CCT Paradigm
Re-presenting, Reinvigorating and Reconciling: Gift-giving Research within and beyond the CCT Paradigm
Cele C. Otnes
Introduction

If there is ever an award bestowed within consumer research for Most Interdisciplinary Topic, gift giving (the term most frequently used to describe the broad set of behaviors associated with gift exchange) will certainly be a strong contender. Most scholars in our discipline trace the origins of interest in the topic to work by anthropologists engaged in prolonged cultural immersions in the early twentieth century. They then typically discuss research in sociology and psychology that emerges a few decades later – with Gouldner's (1960) paper on the norm of reciprocity almost always cited as a pivotal theoretical contribution. Also ...

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