Gift-giving, Sharing, and Consumption Holidays

Russell W Belk, Vibrant Publishers

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Paperback

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English

Vibrant Publishers
26 June 2025

Behavioural economics; Market research

Summary
Details

Gift-giving, Sharing, and Consumption Holidays explores the social and symbolic dimensions of giving in consumer culture. In this book, Russell W. Belk dives into the rituals, meanings, and complexities of practices like holiday shopping, charitable giving, and everyday sharing-activities often overlooked in traditional marketing models.

Belk examines how gift-giving creates and maintains relationships, communicates emotions, and reflects cultural values. He explores holidays such as Christmas, Valentine's Day, and Diwali, revealing how these occasions are shaped by both commercial influence and deep social traditions. The book also challenges the binary of altruism and self-interest in giving, uncovering how sharing and gifting are intertwined with identity, obligation, and reciprocity.

With a rich blend of cultural insight and academic rigor, this book offers a unique perspective on how giving shapes consumption-and vice versa. A valuable resource for scholars in marketing, sociology, anthropology, and cultural studies.

This is one of ten books in the Legend in Consumer Behavior series by Russell W. Belk.

By: Russell W Belk, Vibrant Publishers
Imprint: Vibrant Publishers
Dimensions: Height: 229mm, Width: 152mm, Spine: 24mm
Weight: 630g
ISBN: 9781636515212
ISBN 10: 1636515215
Pages: 476
Publication Date: 26 June 2025
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active