1995 Fiscal Year Final Research Report Summary
Gift Decisions and Family Influence in Wedding Rituals
| Project/Area Number |
06630079
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| Research Category |
Grant-in-Aid for General Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Yokohama City University |
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Principal Investigator |
HOFFMAN MINAMI Chieko (南 知惠子) Yokohama City University, Faculty of Economics and Business Administration, Associate Professor, 商学部, 助教授 (90254234)
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| Co-Investigator(Kenkyū-buntansha) |
KODAMA Ryoko Yokohama City University, Faculty of Economics and Business Administration, Asso, 商学部, 助教授 (50221958)
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| Project Period (FY) |
1994 – 1995
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| Keywords | Wedding Rituals / Gift-Giving Behavior / Family Relationships / Consumption / Reciprocity / Social Norms / Bridal Market |
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| Research Abstract |
This research aims at finding out the influence of family realtionships on the consumer behavior in wedding rituals. The research was designed to find out how profoundly consumers have internalized the riciprocity norms in the gift-giving behaviors in wedding rituals.
The survey was conducted, in March 1995, on 3,000 female Yokohama residents, comprising of 1,500 in their 30's and as many in their 50's 1,004 samples were used for the analysis. The daughter generation and parent generation were compared with each other by T-test in terms of their ideas on wedding rituals and on the reciprocity norms. Multi-regression was also conducted to test the hypothesis that reciprocity norms influenced the amount of expense spent for wedding rituals.
Results showed that spending a large amount of expense in wedding rituals was highly influenced by the consumer's reciprocity norms, especially the balanced reciprocity norms as opposed to generalized norms. It was found out that the samples in their 30's cared about their parents'will while those in their 50's were highly motivated to spend a large amount of expense for the events in wedding rituals that were offered by marketers.
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