Logo Logo

The Disposition of the Gift and many Happy Returns, Journal of Retailing

Abstract

The symbolic exchange value of the gift is amenable to investigation via ethnographic methods and projective techniques. In this paper, the topic of gift disposition, which arose from a comparative ethnographic study of two midwestern American gift stores, is refined and elaborated through projective analysis. Attitudes and behaviors related to the disposition of the gift are difficult to elicit directly through observation or structured interview. Through the use of a modified thematic apperception test and other projective techniques a more balanced and comprehensive account of the gift disposition and gift return emerges.

Type

Article

Author(s)

MaryAnn McGrath, Sidney Levy

Date Published

1992

Citations

McGrath, MaryAnn, and Sidney Levy. 1992. The Disposition of the Gift and many Happy Returns. Journal of Retailing. 68(1): 40-64.

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