O papel dos sentimentos e das emoções é extremamente relevante para o entendimento do comportamento do consumidor. Por isso, o presente trabalho busca verificar quais são os reflexos do sentimento de afinidade com um país estrangeiro na relação do consumidor com produtos e serviços do referido país. Optou-se pela realização de uma pesquisa de caráter exploratório, por meio da utilização de métodos qualitativos: aliadas às 24 entrevistas em profundidade com indivíduos que possuem ligação afetiva com um país estrangeiro, foram utilizadas as técnicas de videografia e de elicitação por fotos e objetos. A análise dos dados ocorreu essencialmente com base no método de análise qualitativa de conteúdo, com o auxílio do software QSR NVIVO 8. Os resultados encontrados indicam que o sentimento de afinidade com o país estrangeiro geralmente ocorre em função do contato direto do indivíduo com o local, sua cultura, seu cenário e sua economia. Além disso, o país pode assumir diferentes significados para os entrevistados. O sentimento de afinidade atua na geração de atitudes majoritariamente positivas em relação a produtos e serviços ligados ao país querido. Os consumidores, quando defrontados com ofertas oriundas de diferentes origens manifestam um interesse especial por aquelas que fazem referência ao local querido. Ainda, é possível verificar que esses sujeitos buscam manter-se ligados ao país estrangeiro através do consumo de produtos e serviços que lembram o país, o que acaba interferindo na própria construção de suas identidades. / The role of feelings and emotions is highly relevant for the comprehension of consumer behavior. Therefore, the aim of this study is to verify the reflections of the affinity feeling for a foreign country in the relationship between the consumer and its products and services. It was chosen to conduct an exploratory research, through the use of qualitative methods: combined with 24 in-depth interviews with individuals who have an emotional connection with a foreign country, there have also been used two techniques: videography, and elicitation by pictures and objects. Data analysis was mainly based on the qualitative analysis methodology, with the assistance of the QSR NVIVO 8 software. The results indicate that the affinity feeling usually occurs due to the individual's direct contact with the foreign country, its culture, its landscape and its economy. Moreover, the country can assume different meanings to the respondents. The affinity feeling actuates in the generation of mostly positive attitudes toward products and services related to the beloved country. When consumers confront themselves with offers from different origins, they declare special interest for those linked to the beloved place. Further, it is possible to notice that these individuals try to remain connected to the foreign country through the consumption of products and services related to it, what ends up interfering in the construction of their own identities.

A presente pesquisa teve como objetivo identificar as tendências para o consumo de carne bovina no Brasil para o ano de 2022, a partir da proposta de um modelo conceitual que engloba os fatores influentes para o consumo resultando no EDC (Escore de Determinante de Consumo). Como procedimentos metodológicos adotaram-se dois eixos investigativos. O primeiro, de caráter exploratório, por meio de uma revisão sistemática sobre as tendências e fatores influentes no consumo de alimentos. O segundo eixo, de caráter descritivo, por meio de uma pesquisa survey com 32 especialistas representantes de todos os elos da cadeia produtiva da carne bovina no Brasil (produção, indústria, varejo, órgãos institucionais e instituições de ensino/pesquisa). Foram definidos critérios para a inclusão dos especialistas de modo a nivelar a amostra que é considerada intencional. O questionário, composto por seis questões abertas e 28 questões fechadas, foi enviado via on-line para os especialistas. Para apreciação das informações obtidas foi realizada a análise de conteúdo, distribuição de freqüência, teste Qui-quadrado, Tukey e análise de cluster, por meio do Software SPSS. Os resultados revelam que o modelo proposto para avaliar as tendências do consumo de carne bovina no Brasil é composto pelas dimensões sociocultural, econômica, saúde/alimento e ambiente e 28 fatores influentes associados a elas. A partir da aplicação do modelo, verificou-se que as principais tendências do consumo de carne bovina no Brasil para os próximos dez anos apontam para uma segmentação do comportamento em função da renda. Nesse sentido, as classes com menor poder aquisitivo, que priorizam preço, tendem a aumentar o consumo de cortes pouco diferenciados. Já as classes com maior poder aquisitivo direcionam-se ao consumo de um conceito, priorizando qualidade, certificação e segurança do alimento. Essa parcela da população tende a buscar produtos com maior valor agregado, podendo manter ou mesmo reduzir o consumo de carne bovina para os próximos dez anos. Ademais, é preponderante a influência dos fatores econômicos (preço dos substitutos da carne bovina, distribuição de renda, preço da carne bovina, ascensão das classes C e D, renda no Brasil e poder aquisitivo) além da busca pela conveniência, praticidade e exigência do alimento seguro. Contudo, as questões ambientais ainda não serão prioridade para o consumidor brasileiro de carne bovina no período prospectado. O EDC proposto permitiu identificar as tendências de consumo para o Brasil, pois possibilitou a priorização de dimensões adaptadas a esse contexto. As dimensões de maior importância são, em ordem decrescente, econômica, sociocultural, saúde/alimento e ambiente. / This research aims to identify beef consumption trends in Brazil (2022) based on a conceptual model that encompasses the consumption influential factors, resulting on Determinant of Consumption Index (DCI). As methodological approach two axes investigative were adopted: The first, exploratory, through a systematic review about trends and influential factors in food consumption. The second axis, descriptive, through a survey of 32 experts representing the beef chain in Brazil (production, manufacturing, retail, institutional and educational institutions / research). Experts were defined by inclusion criteria in order to make even the sample, being considered intentional. The questionnaire was composed of six open questions and 28 closed questions, sent by e-mail. The analysis consisted in documents, frequency distribution, chi-square, Tukey test and cluster analysis, with SPSS software. The results show that the proposed model is composed by four main dimensions (sociocultural, economic, health / food and environment) and twenty-eight influential factors. For the next decade, the main trends of beef consumption in Brazil indicate segmentation by income. In this way, people with lower purchasing power that prioritize prices tend to increase consumption of less differentiated. However, people with higher purchasing power, which prioritize quality, certification and food safety, tend to seek the value-added products. For this group of consumers the beef consumption can remain or even reduce. Moreover, is predominant the influence of economic factors (price of beef substitutes, income distribution, beef prices, rising class C and D, income and purchasing power in Brazil) as well as search for convenience, practicality and safe food requirement. Low environmental impact products were not identified as a trend. Consumers are concerned about certifications, natural products, sustainable, with indication of origin, among other things. However for Brazilian consumers the factors related to environment or health / food will not be prioritized. The greatest relevance dimensions for consumer of Brazilian beef were rated by the Determinant of Consumption Index (DCI) proposed, in descending order: economic, sociocultural, health / food and environment.

O gerenciamento dos custos com a compra de energia elétrica para atendimento do mercado consumidor é um assunto que assumiu, nos últimos anos, papel relevante nas distribuidoras. Este fenômeno pode ser explicado pela crescente participação dos custos de energia comprada, para suprimento do mercado cativo, no desempenho operacional dessas empresas, bem como pelas recentes alterações na regulamentação que agregaram ao processo da compra a necessidade de um altíssimo nível de assertividade. Considerando a existência de uma lacuna na literatura da área, a despeito de trabalhos que tratam do entendimento e gerenciamento do repasse dos custos com a compra de energia elétrica pelas distribuidoras e da análise de riscos associados às incertezas pertinentes ao processo, propõe-se, neste trabalho, uma metodologia para representar os custos com a compra de energia elétrica no fluxo de caixa da distribuidora, assim como modelo que auxilie no gerenciamento dos riscos associados aos desvios das variáveis que compõem o processo, em relação a um cenário de referência. Para tanto, são apresentadas, através de equações, as regras de repasse com a aquisição de energia elétrica para a tarifa de fornecimento do consumidor final e uma metodologia empírica para análise de risco baseada em modelagem estatística, com o suporte de modelos econométricos, permitindo uma varredura de cenários plausíveis via simulação Monte Carlo. Com isso, para uma compra energia que atenda às necessidades de consumo de uma distribuidora ao longo de um ano, tal modelo deve ser capaz de informar a disponibilidade de caixa da empresa para fazer frente às despesas com a compra de energia em determinada data futura ou, ainda, deve ser capaz de permitir a avaliação do valor presente resultante dos desembolsos versus recebimentos ao final do período de repasse, aferidos através de metodologia com enfoque probabilístico. / The management of the costs related to electric energy purchase to supply the market is an issue that assumed, in the last years, a relevant role in the distribution companies. This phenomenon may be explained by the increasing participation of the quoted costs in the operational performance of such companies and by the recent changes in the rules which brought to the energy acquisition process a need of very high assertiveness. Considering the existence of an important gap in the area literature, in despite of papers which approach the understanding and management of cost pass through with electric energy purchase by the distributors, and the risk analysis connected to the uncertainties relevant to the process, in this work it is developed a new methodology to represent the costs with electric energy purchase in the distributors cash flow, as well as a model that helps in the management of risks related to the variable changes in relation to a reference scenario for the whole process. In this way, the energy supply costs pass through rules are presented with the aid of mathematical equations, as well as an empirical methodology is proposed, taking advantage of statistical and econometric models, in order to making feasible a Monte Carlo simulation aiming at screening the universe of scenarios that could happen in real life. Furthermore, giving the energy supply costs throughout one year, the model should be capable to forecast the company cash available to face these costs in a certain future date and, besides that, the model should be capable to calculate the present value arising from the disbursement versus the receipts along the time, till the end of the pass through period, in a probabilistic focus.

Atualmente, observa-se que o ambiente virtual está cada vez mais povoado por pessoas com 60 anos ou mais e com os mais diversos interesses, todavia, verifica-se que há pouco conhecimento sobre como os consumidores idosos formam julgamentos e tomam decisões a respeito de produtos e serviços oferecidos na Internet, chegando a existir, inclusive, um pré-conceito de que estes indivíduos não são usuários da Internet e, portanto, não merecem que se façam investimentos para adequar produtos e serviços a eles. Sabe-se que diferentes fatores podem influenciar o comportamento do consumidor em sua tomada de decisão, principalmente quando se abordam produtos e serviços tecnológicos. Frente a esse contexto, é fundamental que se compreendam melhor os elementos que estão presentes nesse comportamento de consumo e as suas implicações futuras. Por essa razão, a presente pesquisa foi elaborada, pretendendo-se identificar os principais construtos que influenciam o comportamento do consumidor da terceira idade na Internet e analisar o seu impacto sobre a intenção de compra online. Objetivando responder a tal questionamento, projetou-se este estudo, para o qual foi elaborado um modelo teórico (testado empiricamente) contendo diversas variáveis e moderadores. Após 5 pré-testes e 8 entrevistas em profundidade, um questionário foi aplicado em 430 respondentes com 60 anos ou mais que tivessem utilizado a Internet pelo menos uma vez nos últimos 3 meses. O processamento de dados incluiu uma análise fatorial exploratória e uma confirmatória e a Modelagem de Equações Estruturais. Ao final deste estudo, obteve-se aceitação plena de cinco hipóteses, parcial de três e rejeição de duas, além de um bom ajuste do modelo proposto (a partir dos índices pré-definidos). Confirmou-se a hipótese de que o risco percebido pelos consumidores da terceira idade ao utilizar a Internet é um moderador no modelo estrutural proposto, uma vez que se comprovou diferença estatística significante entre as respostas dadas por um grupo mais avesso ao risco (Grupo 1) e outro menos avesso ao risco (Grupo 2) no que concerne às características demográficas e comportamentais (relacionadas ao uso da Internet). Já a escala de Tipo de Uso não se mostrou adequada para analisar a utilização da Internet pelo público da terceira idade. Constatou-se, da mesma forma, que a idade cognitiva influencia, de maneira inversa, no tempo de uso da Internet e que a satisfação com o uso da mesma tem impacto positivo no boca-a-boca positivo realizado, na intenção de (re)compra online e, também, no tempo de uso da rede. Acredita-se que os resultados obtidos a partir do teste do modelo apresentado possam fornecer importantes implicações acadêmicas e gerenciais, as quais possibilitarão uma maior compreensão sobre o uso da Internet por indivíduos da terceira idade, seus impactos futuros e a existência de moderadores importantes nesta relação. / Virtual environment has been increasingly used by people aged 60 and over who have a variety of interests. However, there is little knowledge concerning how elderly consumers form judgment and make decisions regarding products and services offered on the internet. Additionally, there is a preconception that these individuals do not use the internet; therefore, there would be no need for investment in redesigning products and services to suit them. It is known that there is a range of factors that may influence consumer behavior, especially in online environments involving technological products and services. In this context, understanding the elements involved in consumer behavior as well as its future implications is of paramount importance. Thus, this study reviewed the main constructs that influence the consumer behavior of the elderly on the internet and analyzed its impact on the online purchase intention. A theoretical model containing several variables and moderators was created and empirically tested. After 5 pretests and 8 in-depth interviews, a questionnaire was applied to 430 respondents aged 60 and over who had used the internet within the last 3 months. Data processing included an exploratory and a confirmatory factor analysis, as well as the Structural Equation Modeling. As a result, five hypotheses were fully supported, three were partially confirmed and two were rejected. Moreover, the proposed model proved to be well adjusted according to the pre-defined indexes. The hypothesis which states that the perceived risk by the elderly regarding the use of internet is a moderator on the proposed structural model was confirmed, since there was a statistically significant difference between the answers given by a more risk-averse group (Group 1) and the answers provided by a less risk-averse group (Group 2) concerning demographic and behavioral characteristics related to internet use. On the other hand, the Type of Internet Use scale was shown to be inadequate to analyze the internet usage by the aforementioned age group. Likewise, it was observed that cognitive age has an inversely proportional influence on time of Internet usage, and that satisfaction with its usage has a positive impact on positive word of mouth, online (re)purchase intention and time of web usage. It is believed that the results obtained from the testing of the presented model may provide important academic and managerial implications which will bring a greater understanding of internet usage by the elderly as well as its future impacts and the existence of important moderators within this relationship.

Com maior acesso à informação, disponível em múltiplos meios de comunicação, o comportamento do consumidor vem sofrendo uma acelerada transformação. O cliente, neste trabalho denominado de shopper, que realiza compras em um ponto de venda, está cada vez mais consciente e exigente com relação a o quê, quando, como e onde comprar. Diante deste desafio, a presente dissertação se propõe a definir um sequenciamento de etapas e ferramentas para operacionalização do gerenciamento por categorias (GC) em varejos de pequeno e médio porte, de forma a auxiliar o gestor no processo de tomada de decisão, visando atender às necessidades dos seus clientes. Desta forma, primeiramente, foi desenvolvido e aplicado um método para a identificação e priorização de atributos de compra que influenciam o shopper. Com base nestes atributos, em um segundo momento, foi desenvolvida uma sistemática para implantação de GC em varejo de pequeno e médio portes. Esta sistemática está baseada em um conjunto de ferramentas e de indicadores de desempenho que permitem às organizações melhorar a gestão dos seus departamentos. Por fim, a sistemática foi aplicada a um supermercado de médio porte, em seu departamento de hortifrutigranjeiros, sendo apresentados os resultados oriundos desta aplicação. / Considering the easier access to information, available in different types of media, the customer’s behavior is changing and very fast. The customer, so called shopper, who makes purchases in a selling point, is increasingly aware of what, when, how and where to buy things. Based on this challenge, this thesis aims to define a sequence of steps and tools for implementation of category management (CM) in small and medium-sized retailers, to help managers in the decision-making process, to meet the customer needs. Thus, first, it has developed and implemented a method for identification and prioritization of purchase attributes which influence the shopper. Based on these attributes, in a second moment, it was developed a systematic of CM applied to small and medium-sized retail. This systematic is based on a set of tools and performance indicators that enable organizations to improve their departments’ management. In the end, the systematic developed was applied to a medium-sized supermarket, in their fresh produce department, and the results arising from this application were presented.

La siguiente investigación ha sido realizada con el objetivo de comprender la relación que existe entre el costo de adquisición, el valor cultural y el valor emocional con respecto la intención de compra de marcas de calzado casual para un público masculino de 20 hasta 24 años de edad. En primer lugar, el costo de adquisición es representado por dos variables: (i) El costo monetario del artículo y (ii) el costo de oportunidad del cliente que se toma el tiempo de ir hasta la tienda, buscar el producto y, finalmente, pagar por el mismo. En segundo lugar, el valor cultural ha sido representado por tres variables: (i) La marca como fuente de autoexpresión, (ii) la marca como símbolo de pertenencia a un grupo amical o cultural y (iii) la marca como un accesorio para mejorar la percepción de los demás sobre uno mismo. En tercer lugar, el valor emocional de una marca ha sido representado por tres variables: (i) la marca como una garantía de calidad de sus productos, (ii) la marca como una fuente de satisfacción en el uso de sus productos y (iii) finalmente, la marca como una fuente de motivación en el uso de sus productos. Después de la realización de encuestas realizadas a un muestreo de 250 personas, se confirma que existe una relación entre el costo de adquisición y el valor emocional de la marca (variables independientes) con la intención de compra respectivamente (variable dependiente). Todo esto debido al análisis de correlación que confirma la relación significativa entre estas variables independientes y la variable dependiente del estudio. / The following research has been carried out in order to understand the relationship between the cost of acquisition, cultural value and emotional value with respect to the intention to buy casual footwear brands for a male audience of 20 to 24 years of age. First, the cost of acquisition is represented by two variables: (i) The monetary cost of the item and (ii) the opportunity cost of the customer who takes the time to go to the store, look for the product and, finally, pay for it. Second, cultural value has been represented by three variables: (i) The brand as a source of self-expression, (ii) the brand as a symbol of belonging to an amical or cultural group and (iii) the brand as an accessory to improve the perception of others about oneself. Third, the emotional value of a brand has been represented by three variables: (i) the brand as a guarantee of quality of its products, (ii) the brand as a source of satisfaction in the use of its products and (iii) finally, the brand as a source of motivation in the use of its products. After conducting surveys on a sample of 250 people, it is confirmed that there is a relationship between the cost of acquisition and the emotional value of the brand (independent variables) with the purchase intention respectively (dependent variable). All this due to the correlation analysis that confirms the significant relationship between these independent variables and the dependent variable of the study. / Trabajo de investigación

To be present online is seen, in recent time, as a necessity for fashion companies in order to sustain on the market. Since online shopping lack the opportunity for customers to try on purchased products it entails a risk of experiencing dissatisfaction when orders are received. Through this, customers demand determinants that ensure safety within the purchase. Different kinds of customers might, however, possess various motivations for purchasing, stressing the requirements for variety in service value deliverance. Therefore, purchase and return policies comprise a significant importance in order to create attractiveness towards customers. The problem, though, consists of the balance between offering lenient purchase and return policies, to create competitiveness, but still considering excessive purchasing and depreciation of product value. There are several determinants affecting the shopping experience online. These were combined, with components of an online purchase, in a theoretical model to empirically test the key conceptual ideas embedded in the consumption system perspective. Further, primary data was conducted through company interviews and focus group interviews, with the aim to explore customer behavior online. Findings, from interviews compared with secondary data, analyzed through the theoretical model, indicates that the right of withdrawal and its additional components such as charges, time and inconvenience is interpreted differently by different customers. Further, it is up to e-tailers to discover the benefits and drawbacks of different policies in order to detect the most suited policy for them and their customers.

Abstract In an increasingly digital world, organizations and individuals are turning to web-based applications as a source of information and method of inter-personal communication; this includes social media. This literature review analyzes the effects of social media marketing in luxury fashion brands. The research reveals luxury brands’ social media marketing positively affects purchase intention through user-to-user and brand-to-user communication, if the consumers trust the brand. On the other hand, disclosure language on Instagram and Facebook negatively affects consumer behavior, but the unique positioning of blogs allows them to positively influence their audience. In addition to this evidence, this paper also includes suggestions for future research. Keywords: social media, luxury brands, fashion, marketing, purchase intention, consumer behavior

En base al constante crecimiento del mercado de videojuegos, diversas marcas buscan incorporar estrategias para diferenciarse del resto y poder potenciar la intención de compra de las personas en su beneficio, tal como las tiendas Phantom y Lawgamers, quienes buscan obtener la mayor cantidad de ventas posibles. Por tal motivo, la presente investigación tiene como finalidad encontrar la relación entre las variables de los elementos del windows display e intención de compra de videojuegos en Centros Comerciales en mujeres aficionadas de Lima Metropolitana. Así mismo, el trabajo de investigación busca responder a la pregunta de investigación formulada, la cual debate acerca de cuál de los elementos del windows display son más influyentes en la intención de compra y, así responder la hipótesis propuesta, la cual menciona que el sticker o la estatua tienen mayor influencia en la intención de compra. Además, esta investigación esta compuesta por una parte cualitativa y cuantitativa, la cual es de tipo correlacional porque se busca comprobar la relación de una variable con otra y con técnica mixta. Así pues, los resultados obtenidos de la investigación revelaron que el sticker y la estatua no son los elemento del windows display que más influyente en la intención de compra en el público objetivo. Por otro lado, el windows display cuenta con otros elementos, los cuales fueron jerarquizados según su grado de importancia, siendo los más importantes producto, color, sticker, iluminación y estatua. Por ultimo, se pudo concluir que el producto es el elemento del windows display que más influyente en la intención de compra en el público objetivo. / Based on the constant growth of the videogame market, several brands seek to incorporate strategies to differentiate themselves from the rest and to maximize the intention of people to purchase on their benefit, Stores like Phantom and Lawgamers, who seek to obtain as much sales as possible. For this reason, the purpose of this research is to find the relationship between The variable elements of windows display and the intention of buying videogames in shopping centers for amateur women in Metropolitan Lima. Likewise, the research work seeks to answer the question formulated, that discusses which of the elements windows display are most influential in the purchase intention and, answer the proposed hypothesis, which mentions that the sticker or the statue have a greater influence on the purchase intention. In addition, this research is composed of a qualitative and quantitative part, which is correlated because it seeks to verify the relationship of one variable with another and with mixed media. Thus, the results obtained from the investigation revealed that the sticker and the statue are not elements of the windows display that most influential in the purchase intention in the target audience. On the other hand, the windows display has other elements, which were ranked according to its importance, being the most important product, color, sticker, lighting, statue. Finally, it can be concluded that the product is the element of the windows display that is the most influential in the purchase intention in the target audience. / Trabajo de investigación

Christmas is generally described as cultural, ritual and sociological phenomena of devotion, community and consumption. The topic of this dissertation concerns a specific stream of research within the general domain of consumer behaviour. The focal objective of this study is to develop a model and generate theory about parental gift giving behaviour at Christmas. My study is unique because it attempts to model parental gift giving at Christmas in a consumer behaviour context. Consumer behaviour theory suggests that parents seek information about possible gifts, set selection criteria for gift purchase, evaluate alternatives and buy the gifts for their children. Following this broad view of theory, parents respond to children's request behaviour, evaluate the suitability of any requests and purchase the approved or appropriate items as Christmas gifts. Children are encouraged to request any gifts that they desire, and these gift requests are often for specific brands. In general Christmas gifts are selected from children's products and brands and there is extensive debate and research relating to television advertising and children's request behaviour at Christmas. However, parents are not exposed to the same sources of advertising as their children and there is little evidence of research into the very important topics concerning motives, strategies, evaluations and the giving of brands that characterize parents' Christmas gift giving to their children. The significance of this dissertation resides in the development and presentation of a comprehensive model for the conceptualisation of parental gift giving at Christmas, based on antecedents to parents' social roles of gift giving and direct and indirect behavioural outcomes of those gift giving roles. Measures for each of these outcomes are developed and gender effects are also explored. The sample frame was described as a parent with at least one child between the ages of 3-8 years and a survey package was delivered to parents of children from participating schools and kindergartens. There were 2560 surveys distributed, with 450 individual responses representing a return rate of 17.6%. The 450 cases available for analysis were factor analysed and formed into composite and latent variables to facilitate statistical analysis via Partial Least Squares (PLS) regression, which is an appropriate procedure when the relationships are unknown or theoretical. The results of the research have two distinct streams. The first stream relates to the creation and validation of measurement constructs for the concept of Christmas spirit, parental gift giving, request communication, brand benefits and use of information sources, as well as involvement in giving gifts and involvement in giving brands as gifts. The second stream relates to the relationships between variables; the results support the relationships antecedent to the parents' social roles of gift giving. There is a significant relationship of Christmas spirit with involvement in giving gifts and with parental gift giving roles. A significant relationship also exists between involvement in giving gifts and parental gift giving roles. However, there is limited support for propositions related to outcomes of parental gift giving roles where there are significant relations between these roles and Christmas request communication, brand benefits and information sources. There is also a significant, indirect relationship between brand benefits and involvement in giving brands as gifts. As part of the second stream, gender differences were examined; the results show that mothers' Christmas spirit has no effect on their gift giving roles and gift giving roles have no significant effect on request communication and information source usage. On the other hand, the results show that the fathers' gift giving activities reflect the relationships outlined in the parental model. The study has academic implications for sociology and consumer behaviour disciplines and commercial implications for manufacturers, advertisers, brand owners and retailers. Further investigations will be necessary to incorporate other elements into the parental gift-giving model and to extend the theory toward a fuller understanding of the parental Christmas gift giving phenomena.