{"product_id":"gift-giving-sharing-and-consumption-holidays-9781636515212","title":"Gift-giving, Sharing, and Consumption Holidays","description":"\u003cp\u003e • Author(s): Russell W. Belk | Vibrant Publishers\u003cbr\u003e • Publisher: Vibrant Publishers\u003cbr\u003e • Publisher Imprint: Vibrant Publishers\u003cbr\u003e • BISAC: Marketing - Research\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cem\u003eGift-giving, Sharing, and Consumption Holidays\u003c\/em\u003e\u003c\/strong\u003e explores the social and symbolic dimensions of giving in consumer culture. In this book, \u003cstrong\u003eRussell W. Belk\u003c\/strong\u003e dives into the rituals, meanings, and complexities of practices like holiday shopping, charitable giving, and everyday sharing-activities often overlooked in traditional marketing models.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eBelk 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.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eWith 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.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis is one of ten books in the Legend in Consumer Behavior series by Russell W. Belk.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"Atlantic Books","offers":[{"title":"Paperback","offer_id":46317668860055,"sku":"9781636515212","price":7498.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9781636515212.webp?v=1768679622","url":"https:\/\/atlanticbooks.com\/products\/gift-giving-sharing-and-consumption-holidays-9781636515212","provider":"Atlantic Books","version":"1.0","type":"link"}