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More Than a Labor of Love: Gender Roles and Christmas Gift Shopping

Eileen Fischer and Stephen J. Arnold
Journal of Consumer Research
Vol. 17, No. 3 (Dec., 1990), pp. 333-345
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2626799
Page Count: 13
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
More Than a Labor of Love: Gender Roles and Christmas Gift Shopping
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Abstract

Through a field study of 299 men and women, the effect of gender-related variables on Christmas-gift-shopping patterns was explored. Survey results suggest that women are more involved than men in the activity. However, men are likely to be more involved if they hold egalitarian gender-role attitudes. Overall, the study indicates that, while Christmas shopping may be a "labor of love" to some, it is most widely construed as "women's work."

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