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The Threat of Christian Teaching - Research Paper Example

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The following paper under the title 'The Threat of Christian Teachin' gives detailed information about Christmas time in a predominantly Christian nation which is a great opportunity to market goods and services since it is customary to give gifts during this time…
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The Threat of Christian Teaching
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Download file to see previous pages According to Sherry, gift-giving is a universal behavior that social scientists have not fully and satisfactorily explained. Beatty and Kahle support this universality as they found out in their study this exists in both the occidental and oriental cultures (1991). Moreover, according to Sherry, it is a means of the means by which a society is integrated.
Gift-giving has a symbolic dimension, making it a statement of expressions that mediate meanings in cultures. There are actually four functions of a gift: (1) communication; (2) social exchange; (3) economic exchange, and (4) socialization. Because of this wide range of functions, consumer researchers have been drawn to it. Two of such researchers were Belshaw and Davis. In their investigation in the mid-60s to early 70s, it was revealed that in retail sales alone, gift-giving has been found to be a significant factor in the national and regional economies. (Sherry 1983) Now, from an economic point of view, Braun and Evans report that during the Christmas season, total factor productivity rapidly grows at 16% annually. During this season, there is an increase in returns and time-varying labor effort. (1998)
Garner and Wagner, however, reports that its full potential to economics has not been adequately covered by past studies. The probable reason for this is the conflict between fundamental assumptions of the traditional theory of economics that is based on market exchange and gift-giving which is a form of market exchange. Thus, this phenomenon has been investigated more from the point of view of the social sciences rather than economics. These authors, however, asserts that market exchange and gift exchange are not mutually exclusive. In fact, spending for gifts to individuals and charity such as goods and cash gifts have a bearing economically. For instance, it was found out that in the United States that more than 4% of the family budget goes to gifts, and more than 33% of this is allocated for people outside the family. Over 2% of the household budget, on the other hand, goes to charity. ...Download file to see next pagesRead More
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