Logo Logo

Giving Voice to the Gift, Journal of Consumer Psychology

Abstract

The field of consumer-object relations has recently emerged as a significant area of inquiry. Renewed attention has been devoted to understanding the meanings of gift giving as a result of this emergence. In this study, we employ projective techniques to uncover meanings that are less accessible by more direct measures. We analyze these meanings, and demonstrate the utility of projective techniques as a complement to other methods of investigation. The metamorphosis and growth of ethnography as an accepted method of consumer inquiry has brought both excitement and skepticism to the discipline. Participant observation, which views researcher-as-instrument and eschews detached lurking in research settings, encourages diversity in data collection and analysis techniques. In-depth interviews with key informants are often combined with observations to access the etic perspective of consumers. The etic perspective is the native viewpoint of the informant; its counterpart, the analyst's interpretation, is the etic perspective. Several articles have demonstrated the kinds of results that these techniques offer (Belk, Wallendoff, & Sherry, 1989; Sherry, 1990; Sherry & McGrath, 1989). we seek to demonstrate that the careful Use of projective techniques, applied in conjunction with ethnographic methods, can illuminate aspects of consumer experience that are difficult to study.

Type

Article

Author(s)

MaryAnn McGrath, Sidney Levy

Date Published

1993

Citations

McGrath, MaryAnn, and Sidney Levy. 1993. Giving Voice to the Gift. Journal of Consumer Psychology. 2(2): 171-191.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more