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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
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. .
List of Tables and Figures Foreword Preface Part I Overview 1. Romantic Gift Giving and Consumer Culture: An Introduction Yuko Minowa and Russell W. Belk PART II Romantic Gift Giving: The Nature of Love 2. Are We a Match? Perfect Gifts, Romantic Love, and Living Organ Donation Tonya Williams Bradford 3. Romantic Gift Giving of Mature Consumers: A Storgic Love Paradigm Yuko Minowa and Russell W. Belk 4. Surprise in Romantic Self Gifts Aditya Gupta and James Gentry PART III Romantic Gift Giving: Exchange and Reciprocity 5. Practicing Masculinity and Reciprocation through Gendered Gift Giving: White Day in Japan Yuko Minowa, Russell W. Belk, and Takeshi Matsui 6. The Lover and the Saviour: Gift Giving within Mother-Daughter Dyads Chihling Liu, Xin Zhao, and Margaret Hogg 7. Crunch My Heart! It Falls for You: Re-theorizing Chocolate Gift Giving as Carnal-Singularity across Language Context Marjaana Mäkelä, Shona Bettany, and Lorna Stevens PART IV Romantic Gift Giving: Unselfishness and Self-Interest 8. Giving Credit to the Poor: Romanticizing Money, Capital and Credit Domen Bajde 9. Why do I Self-gift? Self-Gifts as Romantic Gifts to Cope with Struggles Saori Kanno and Satoko Suzuki PART V Conclusion 10. Four Poems on Gifts John F. Sherry, Jr. References Index
