Gifts, Romance, and Consumer Culture: 1st Edition (Hardback) book cover

Gifts, Romance, and Consumer Culture

1st Edition

Edited by Yuko Minowa, Russell W. Belk


262 pages

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pub: 2018-09-17
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How do people communicate their romantic feelings? Gift giving is one way. Giving and receiving of gifts is a characteristic of intimate relationships. Gifts are a message, a form of communication with a tangible material object, about love, affection, or concern for the recipient. The "romantic gift" evokes a multitude of intertwined meanings: passion, intimacy, affection, persuasion, care, celebration, altruism, and nostalgia. They can also connote the negative images of obligation and reciprocity. Romantic gift giving may be practiced at rituals, during rites of passage, or for casual occasions, to affirm the continued importance of the romantic relationship. We may even romanticize the giving of gifts to the self, to nonhuman companions, and to others we do not know personally. If loving and giving are a practice, then romantic gift giving is a practice of loving with intimate—or would-be intimate—others.

This book addresses gift giving among consumers attempting to express and construct romantic love. It lies at the intersection of consumption, markets, and culture. In societies shaped by the globalizing neo-liberal economic order, increasing wealth disparity, and a partially digitized social environment that they help to co-construct, it may be time to rethink romantic love. Gift giving is a key arena to do so, as gifts make love tangible and act as carriers of meaning as well as cultural symbols.

In gift giving the meanings of romance are renewed, renegotiated, and reconstructed. Gifts, Romance, And Consumer Culture demonstrates a wide variety of scholarly work bearing on romantic gift giving using an interpretive consumer research perspective. The book introduces critical studies by scholars in this unfolding and new interdisciplinary field.

Table of Contents



1 Introduction

Yuko Minowa and Russell W. Belk



Romantic Gift Giving: The Nature of Love

2 Are we a perfect match? Roles for market mediators in defining perfect gifts

Tonya Williams Bradford

3 Romantic gift giving of mature consumers: A storgic love paradigm

Yuko Minowa and Russell W. Belk

4 If you love me, surprise me

Aditya Gupta and James W. Gentry

5 Characteristics and meanings of good and bad romantic gifts across cultures:

A recipient’s perspective

Sydney Chinchanachokchai and Theeranuch Pusaksrikit



Romantic Gift Giving Contexts

6 Practicing masculinity and reciprocation in gendered gift-giving rituals:

White Day in Japan, 1980-2009

Yuko Minowa, Russell W. Belk, and Takeshi Matsui

7 Romantic gifts as an expression of masculinity amongst

young men with disabilities in Zimbabwe

Tafadzwa Rugoho

8 Gift giving within adult daughter-mother dyads

Chihling Liu, Xin Zhao, and Margaret K. Hogg

9 Crunch my heart! It falls for you:

Carnal-singularity and chocolate gift-giving across language contexts

Marjaana Mäkelä, Shona Bettany, and Lorna Stevens




Romantic Gift Giving: Unselfishness and Self-Interest 

10 Romantic potential of money: When credit becomes a gift

Domen Bajde and Pilar Rojas Gavria

11 From strangers to family: How material and non-material gift giving

strategies create agapic relationships over time

Lydia Ottlewski

12 Romantic self-gifts to "hidden true self": Self-gifting and multiple selves

Saori Kanno and Satoko Suzuki

13 For you and for me: Creative experiences as gifts

Eirini Koronaki, Antigone G. Kyrousi, and Athina Y. Zotou



14 Reflections on romantic gift exchange: An intersectional conversation

Cele C. Otnes and Robert Alfonso Arias



15 Four Gift Poems

John F. Sherry, Jr.

About the Editors

Yuko Minowa is a Professor of Marketing at Long Island University, USA.

Russell W. Belk is a Professor of Marketing at Schulich School of Business, York University, Canada.


About the Series

Routledge Interpretive Marketing Research

Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research. Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Consumer Behavior
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / Industries / Retailing
BUSINESS & ECONOMICS / Purchasing & Buying
SOCIAL SCIENCE / Anthropology / General