Chapter 16: Symbolic Consumer Behavior
A Model of the Gift-Giving Process It is that time of year again where everyone around the United States is scrambling to find the perfect gift. Whether it is a tradition to exchange gifts on Christmas or to give small gifts on Hannukah, we always try to find the 'perfect' one. What we may not know, is there is a model to the gift-giving process. The process of gift giving contains three stages: 1. the gestation stage, 2. the presentation stage, and 3. the reformulation stage. And we mindlessly participate in each stage. The Gestation Stage The stage before gift-giving is the gestation stage. In this stage, we develop motives, emotions, and meaning towards giving gifts, the value they would bring, and the amount of time spent finding the perfect gift. For many people, they consider Nike as a gift to show someone they care about them or because they know the recipient loves the brand, and Nike knows that. Each year, Nike releases a list titled ' What Are Nike's Best Gi...
