Escaping the Gift Economy
Abstract
Researchers have analyzed the dark side of the gift, but they have remained blind to what it implies about the market. Drawing on the experiences of a group of informants who participated in an ethnographical study of house moving in Montreal, Canada, this article provides significant evidence that the unattractiveness of the gift economy can incite people to turn to the market as an escape. It examines how people use the market to free themselves from the straitjacket of social expectations—from the sense of indebtedness and emotional oppression—which constrains them in their reciprocity relations inside the gift economy. The standard views of CCT researchers concerning the valorization of the gift economy are challenged, as well as the axiology that implicitly informs their research. As a result, it is necessary to discuss the inversion of this axiology.
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By providing a commercial service with strong social interaction whose exchange elements are technologically intermediated, TaskRabbit ameliorates some drawbacks of social exchanges, such as the burdensome norms of reciprocation.
“By providing a commercial service with strong social interaction whose exchange elements are technologically intermediated, TaskRabbit ameliorates some of the drawbacks of social exchanges, such as the burdensome norms of reciprocation (Marcoux 2009).”
From Lateral Exchange Markets: How Social Platforms Operate in a Networked Economy (2018) · cites this paper as Marcoux 2009
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Ashworth, P. D. (2013) · Journal of Phenomenological Psychology · doi:10.1163/15691624-12341243 · Cited by 12 · see citing works
La consommation en clé de don : état des lieux rétrospectif et prospectif
Covà, B., & Rémy, É. (2014) · Revue du MAUSS · doi:10.3917/rdm.044.0187 · Cited by 12 · see citing works
Appau, S., & Churchill, S. A. (2017) · Journal of Consumer Culture · doi:10.1177/1469540517745709 · Cited by 10 · see citing works
Assessing individuals' re-gifting motivations
Guido, G., Pino, G., & Peluso, A. M. (2016) · Journal of Business Research · doi:10.1016/j.jbusres.2016.05.008 · Cited by 11 · see citing works
Buying monastic products, gift or purchase?
Paquier, M.-C. (2015) · Journal of Management Spirituality & Religion · doi:10.1080/14766086.2015.1012738 · Cited by 10 · see citing works
The red packet interaction and brand attitude in the brand communities on WeChat
Zhu, G., Liu, Y., & Li, Z. (2020) · Journal of Product & Brand Management · doi:10.1108/jpbm-04-2019-2325 · Cited by 10 · see citing works
Finsterwalder, J., & Tombs, A. G. (2021) · Service Business · doi:10.1007/s11628-021-00459-4 · Cited by 10 · see citing works
Commodification as a Part of Marketization
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Money can buy me love: Gifts are a more effective form of acute social support than conversations
Howe, H. S., Wiener, H. J. D., & Chartrand, T. L. (2024) · Journal of Consumer Psychology · doi:10.1002/jcpy.1438 · Cited by 9 · see citing works
Beyond buying: Extending the concept of acquisition in consumption
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Sacrifice and violence in the marketplace
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Literature review of the sharing economy: Socio‐cultural perspective
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To give or not to give professional services to non-paying clients
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‘Multicultural lunches’: sharing food in post-Brexit south coast of England
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Service gifts, collective social connection and reciprocity
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Can't Buy Me Love: Gift‐Giving Among Members of Criminal Organizations
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Giving in consumer research and marketing: A state of the art
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Les associations doivent-elles craindre une résistance au don d’argent ?
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- Authors
- Marcoux, J.-S.
- Affiliations
- HEC Montréal (CA)
- Corresponding author
- Marcoux, Jean-Sébastien
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2009-12
- Volume
- 36
- Issue
- 4
- Pages
- 671-685
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2138425783
- Cited by
- 166
- References
- 58
- Citations by year
- 2026: 6 · 2025: 9 · 2024: 9 · 2023: 10 · 2022: 8 · 2021: 9 · 2020: 11 · 2019: 10 · 2018: 7 · 2017: 18 · 2016: 8 · 2015: 18 · 2014: 9 · 2013: 12 · 2012: 11
- FWCI
- 37.25
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Topics
- Social Sciences › Anthropology › Cross-Cultural and Social Analysis
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Sociology and Political Science › Social and Economic Solidarity
- Keywords
- gift economy, market economy, reciprocity, house moving, gift exchange, debt, social expectations, consumer culture theory, axiology, Montreal
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