Chihling Liu, Robert V Kozinets, Anthony Patterson, Xin Zhao
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Gift Giving in Enduring Dyadic Relationships: The Micropolitics of Mother-Daughter Gift Exchange
This paper investigates the dynamics of long-term gift exchange between British mothers and their adult daughters, delving into the processes behind dyadic gift-giving. Through 54 comprehensive interviews, we elaborate the micropolitics that characterize these dynamics. Micropolitics refers to the subtle, everyday interactions, including gift exchange, that shape the ongoing negotiation of roles and the management of conflict or consensus within relationships. The study uncovers how these micropolitics manifest through four distinct processes of gift exchange: confirming, endorsing, connoting, and commanding. Gifts emerge as key instruments in this negotiation, serving as a medium for the reciprocal regulation of role behavior concerning gender, identity, and both endo-dyadic (within the dyad) and exo-dyadic (outside the dyad) roles. In contrast to previous research that adopts a synchronic (snapshot) approach to gift-giving, our diachronic (over time) perspective emphasizes how power dynamics, intent, and identity politics evolve to sustain and transform relationships. Our findings illustrate the important communicative and power-laden processes of gift exchange in enduring relations, explaining why even unwanted gifts can have significant bonding value. Our study offers fresh perspectives on the continuous evolution of relationship and role dynamics, as viewed through the practices of gift exchange.
期刊介绍:
Journal of Consumer Research, established in 1974, is a reputable journal that publishes high-quality empirical, theoretical, and methodological papers on a wide range of consumer research topics. The primary objective of JCR is to contribute to the advancement of understanding consumer behavior and the practice of consumer research.
To be considered for publication in JCR, a paper must make a significant contribution to the existing body of knowledge in consumer research. It should aim to build upon, deepen, or challenge previous studies in the field of consumption, while providing both conceptual and empirical evidence to support its findings.
JCR prioritizes multidisciplinary perspectives, encouraging contributions from various disciplines, methodological approaches, theoretical frameworks, and substantive problem areas. The journal aims to cater to a diverse readership base by welcoming articles derived from different orientations and paradigms.
Overall, JCR is a valuable platform for scholars and researchers to share their work and contribute to the advancement of consumer research.