Consumer gifting: A phenomenological study of husbands and wives after the birth of the first child.
Item
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Title
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Consumer gifting: A phenomenological study of husbands and wives after the birth of the first child.
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Identifier
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AAI9807918
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identifier
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9807918
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Creator
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Cohn, Deborah Y.
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Contributor
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Adviser: Leon G. Schiffman
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Date
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1997
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing | Sociology, Individual and Family Studies
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Abstract
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The nature of the relationship between giver and recipient, an important factor in choosing a gift, is at the heart of this research. This research examines gifting between husbands and wives after the birth of the first child. As expected, gifting between husbands and wives changes due to the transition to parenthood.;A phenomenological study was conducted of gifting between husbands and wives during the transition to parenthood. A priori global themes, or expected patterns of experience, were originated from an extensive review of the relevant literature concerning gifting and life transitions, family decision making, and gender. Thirty respondents (e.g., fifteen couples) with one child were interviewed concerning their gifting with each other. The interview texts are investigated for instances of the a priori themes. In addition, emergent themes emerged from the interviews.;Three methods of analysis are employed: global theme analysis, content analysis, and metaphor analysis. Seven global themes, some determined a priori and some emergent, are found to be relevant to the respondents: (1) life status change, (2) transition to parenthood, (3) coping and personal resource allocation, (4) coping and gift shopping patterns, (5) preference prediction, (6) the role of gender, and (7) sexuality. The content analysis further illustrates the themes.;The metaphor themes examine symbolic consumer gifting metaphors. Metaphor themes are classified by gifting paradigms which examine what gifting is a metaphor for (e.g., gifting communicates love). In addition, consumer metaphor usage for gift discussion is examined. These metaphors include gifting as a child's game, gifting as a child's joy, and gifting as tradition. In this way, a thick description of gifting between husbands and wives after the birth of the first child is developed. In closing, marketing strategy and future research are suggested.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
