GIFT GIVING AS AGAPIC LOVE - AN ALTERNATIVE TO THE EXCHANGE PARADIGM-BASED ON DATING EXPERIENCES

The social sciences are dominated by a paradigm that views human behav ior as instrumental exchange. It is not surprising that consumer resea rch on gift giving has also been dominated by this exchange paradigm. The present research on dating gift giving among American college stud ents finds support for two variants of this paradigm, but it also reve als an alternative paradigm of gift giving as an expression of agapic love. It is suggested that agapic expressiveness is a needed addition to exchange instrumentalism for understanding gift giving and perhaps for understanding consumer behavior in general.