OpenAIR OpenAIR
 
 

OpenAIR @ RGU >
Business >
Communication, Marketing & Media >
Conference publications (Communication, Marketing & Media) >

Please use this identifier to cite or link to this item: http://hdl.handle.net/10059/462
This item has been viewed 43 times in the last year. View Statistics

Files in This Item:

File Description SizeFormat
Bremner gift giving.pdf219.59 kBAdobe PDFView/Open
Title: Gift giving to children at Christmas and birthdays.
Authors: Bremner, Pauline
Keywords: Children
Artwork
Gift-giving
Qualitative
Consumer behaviour
Issue Date: Jul-2008
Publisher: Robert Gordon University
Citation: BREMNER, P., 2008. Gift giving to children at Christmas and birthdays. In: Reflective Marketing in a Material World: Proceedings of the Academy of Marketing Annual Conference 2008. 8-10 July 2008. Aberdeen: Robert Gordon University.
Abstract: This paper explores gift giving of toys to children at Christmas and Birthdays and their perception of the gift giver. Three areas are discussed; gift giving, the methodological approach and the results and conclusions. Gift giving is an historical concept relating to exchanges of gifts representing many symbols and meanings. Toys are often given to children at birthdays and Christmas and the perception of the gift giver may be affected by many things. The long-term impact may alter the relationship between the child and parent. Miscommunication is often cited as being an influence on the level of disappointment that may occur. Four drawing sessions were conducted with preschool children from two nurseries. The aim of these sessions was to identify what the children’s favourite toy gift was at Christmas and birthday time, who had given it to them and what they thought of the giver. The pictorial results were coded and results concluded that almost all the children could identify their favourite toy gifts. A majority were satisfied with their gifts and most surprisingly identified Santa as the gift giver for Birthday toys as well as Christmas. Most children could not represent their feeling of the gift giver pictorially and interestingly enough mum was not mentioned once as a giver of gifts!
Appears in Collections:Conference publications (Communication, Marketing & Media)

All items in OpenAIR are protected by copyright, with all rights reserved.

 

 
   Disclaimer | Freedom of Information | Privacy Statement |Copyright ©2012 Robert Gordon University, Schoolhill, Aberdeen, AB10 1FR, Scotland, UK: a Scottish charity, registration No. SCO13781