Revisit: Gifts, Romance and Consumer Culture


Book to be edited by Yuko Minowa and Russell Belk; Proposal deadline 31 Oct 2017

Call for Book Chapters:

Gifts, Romance, and Consumer Culture
Routledge Interpretive Marketing Research


Yuko Minowa, Long Island University, Brooklyn; Russell W. Belk, York University

Deadline for Proposal Submission:

Tuesday, October 31, 2017

Overview of the Book:

This volume has three main themes: 1) gift giving as a manifestation of romantic feeling; 2) the social ontology of gifts and gift giving as a practice of giving and reciprocation in intimate relationships, and 3) romanticized selfless, altruistic gifts, and self-gifts as affirmative self-love.

We welcome original, unpublished research papers on gifts, romance, and consumer culture that explore the ideology of “the perfect gift” (Belk 1996) in different social and cultural contexts in a new fragmented consumer culture, or explore newly emerging romantic gifts and gift-giving rituals as a rite of social practice interacting with marketplace institutions. Topics for papers may include the various aspects of gifts, romance, and consumer culture but are not limited to:-

  • romantic gifts for nonhumans/unknown others
  • romantic gifts and emerging rituals and social practices
  • romantic gifts and consumer ideology
  • romantic gifts as emotional/sexual capital
  • romantic gifts and race, class, gender
  • romantic gifts and body, sexuality
  • romantic gifts and brand culture
  • romantic gifts and migration, globalization
  • romantic gifts and religion, spirituality
  • romantic gifts and technology
  • romantic gifts and sustainability
  • romantic gifts and human psychology
  • self gifts, selfish gifts, unselfish gifts, selfless gifts

Important Dates:

  • October 31, 2017 (Tuesday): Proposal Submission Deadline
  • November 15, 2017 (Wednesday): Notification of Proposal Acceptance
  • January 31, 2018 (Wednesday): Full Chapter Submission
  • February 28, 2018 (Wednesday): Review Results Returned
  • March 31, 2018 (Saturday): Final Chapter Submission

Guidelines for proposal submissions:

  • A 500-1,000 word proposal
  • Title page: title of the paper, full name of the author(s), affiliation and contact information
  • A short bio (around 150-250 words)
  • Soft copy as Word document attachment should be mailed to:

We will send guidelines for full chapter submission with notification of proposal acceptance. A complimentary copy of the book will be provided to each contributor.

For any queries mail to, or:

Yuko Minowa,
Russell W. Belk,