Otnes, Cele; Lowrey, Tina M; Kim, Young Chan - In: Journal of Consumer Research 20 (1993) 2, pp. 229-44
Using interpretive techniques, we explore the meaning underlying Christmas shoppers' description of some recipients as "easy" or "difficult," in terms of gift selection. We argue that recipients are described as such because they either help or hinder givers' attempts to express specific social...