Gift-giving roles and gender self-concepts

Abstract

Based on current research on sex roles and on the working self-concept, the present study considers the constructs of masculinity (instrumentality) and femininity (expressiveness) in different gift-giving contexts and how they may vary on a within-individual basis. Results indicated that males described themselves differently in terms of masculine and feminine traits when buying gifts for same-sex friends as opposed to for opposite-sex friends. Females tended to be more consistent across these two situations. However, both sexes felt more comfortable in giving gifts to the same sex but reported more intense feelings in giving to the opposite sex. Biological sex was a better predictor than Bem Sex Role Inventory (BSRI) sex type of changes in self-descriptions, reported feelings and attitudes, and gift chosen. The BSRI was useful as a measure of the instrumental and expressive aspects of the self-concept in specific situations, but not as a way to identify groups that respond differently to gender cues.