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Keywords: Gift exchange
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (2): 618–646.
Published: 18 September 2020
... Gift exchange Giver Recipient Paradox To contribute to the literature stream on gift giving in the context of consumer behavior, we propose investigating the role of surprise, as a particularly powerful emotion in the gift market context. Gift markets represent enormous, year-round selling...
