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Clothing and Textiles Research Journal
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A Conceptual Framework for the Gift-Giving Process: Implications for Clothing

Lena Horne

Department of Textiles and Clothing, University of Manitoba, Winnipeg, R3T 2NT, Canada

Geitel Winakor

Department of Textiles and Clothing, Iowa State University, Ames 50011-1120

Clothing gifts constitute a substantial share of retail sales of clothing and of clothing acquired for consumption, but little else is known about clothing gifts. This paper presents a conceptual framework for the gift-giving process with clothing-specific applications. The framework consists of four stages: prepurchase, purchase, presentation, and postpresentation. Components of the prepurchase stage are object; interactions among occasion, recipient, and gift object; giver and recipient; cost of gifts; and information search. The purchase stage includes choice of retail outlets for gifts, distance traveled to locate gifts, and methods of payment. The presentation stage focuses on perceptions of the giver and the recipient when the gift is revealed. The postpresentation stage includes ways in which gifts affect interpersonal relationships; consumption of gifts is another component of this final stage. Theoretical and methodological issues in gift-giving research are identified and discussed with respect to their impact on research design and interpretation of results. The paper concludes with a list of research topics on clothing gifts.

Clothing and Textiles Research Journal, Vol. 9, No. 4, 23-33 (1991)
DOI: 10.1177/0887302X9100900404
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This article has been cited by other articles:


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 Clothing and Textiles Research JournalHome page
K. H. Hyllegard and J. J. Fox
The Value of Gifts to College Students: The Impact of Relationship Distance, Gift Occasion, and Gift Type
Clothing and Textiles Research Journal, January 1, 1997; 15(2): 103 - 114.
[Abstract] [PDF]

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 Clothing and Textiles Research JournalHome page
L. Horne and G. Winakor
Giving Gifts of Clothing: Risk Perceptions of Husbands and Wives
Clothing and Textiles Research Journal, January 1, 1995; 13(2): 92 - 101.
[Abstract] [PDF]

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 Clothing and Textiles Research JournalHome page
L. Manikowske and G. Winakor
Equity, Attribution, and Reactance in Giving and Receiving Gifts of Clothing
Clothing and Textiles Research Journal, June 1, 1994; 12(4): 22 - 30.
[Abstract] [PDF]