The question of consumption emerged as a major focus of research and scholarship in the 1990s but the breadth and diversity of consumer culture has not been fully enough explored. The meanings of consumption, particularly in relation to lifestyle and identity, are of great importance to academic areas including business studies, sociology, cultural and media studies, psychology, geography and politics. The SAGE Handbook of Consumer Culture is a one-stop resource for scholars and students of consumption, where the key dimensions of consumer culture are critically discussed and articulated. The editors have organised contributions from a global and interdisciplinary team of scholars into six key sections: Part 1: Sociology of Consumption Part 2: Geographies of Consumer Culture Part 3: Consumer Culture Studies in Marketing Part 4: Consumer Culture in Media and Cultural Studies Part 5: Material Cultures of Consumption Part 6: The Politics of Consumer Culture
Chapter 13: 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
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 ...