Commodity, gift and mass-gift: on gift–commodity hybrids in advanced mass consumption cultures

@article{BirdDavid2009CommodityGA,
  title={Commodity, gift and mass-gift: on gift–commodity hybrids in advanced mass consumption cultures},
  author={Nurit Bird-David and Asaf Darr},
  journal={Economy and Society},
  year={2009},
  volume={38},
  pages={304 - 325}
}
Abstract While ‘gifts’ and ‘commodities’ as theoretically distinct forms of circulation are central to economic sociology and anthropology, we argue that in practice they are often hybridized. Inspired by Bruno Latour's work, we first describe the use in supermarkets and chain stores of one hybrid category, the mass-gift, which is neither a commodity nor a gift. Through our empirical investigation of sales interactions we critically describe the emergence of a vibrant mass-gift economy in which… 

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TLDR
The study describes the social character of what are perhaps the preeminent gifts exchanged in modern societies; where one person pays for another's consumption.

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