The even darker side of gift-giving : Understanding sustained exploitation in family consumption system

Liu, Chih-Ling (2023) The even darker side of gift-giving : Understanding sustained exploitation in family consumption system. Marketing Theory, 23 (4). pp. 709-723. ISSN 1470-5931

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Abstract

Extant literature on the dark side of gift-giving has predominantly focused on the dark side of generalised or balanced reciprocity, and not on negative reciprocity or unequal exchange of goods and services for personal gains. However, by emphasising the negativities around generalised or balanced reciprocity, understandings of an exploitative relationship are limited. Drawing on textual data from various online sources on the topic of ‘son preference’, this article explores the dark side of gift-giving in terms of unequal exchange and how it can generate a vicious cycle of affective and social destructions in the lived experience of the exploited giver. Crucially, I illuminate how certain aspects of pre-exchange socialisation, gift-receipt disqualification, and gift-giving indebtedness unfold in the service of perpetuating a range of subject positions that foster sustained exploitation within the family consumption system.