LAS VEGAS - February 12, 2009 - Loathe it, love it, or love to hate it. Valentine's Day arouses emotions in individuals who either embrace the holiday's traditions or cringe at the thought of having to buy a gift for that special-someone. Why these attitudes about Valentine's Day exist and why consumer behavior trends surrounding the day are shifting to voluntary simplicity are explored in a new study by Angeline G. Close, a UNLV marketing professor and George M. Zinkhan, Coca-Cola Company Professor of Marketing at The University of Georgia. Specifically, Close and Zinkhan look at the business concepts of anti-consumption and alternative consumption related to Valentine's Day.

Published in the February edition of the Journal of Business Research, Close and Zinkhan's study revealed:

o 63 percent of males and 31 percent of females feel obligated to give a gift to their partner for Valentine's Day
o Consumers are not getting typical gifts (candy, cards or flowers) for their partners; however, 88 percent of men and 75 percent of women in a romantic relationship still bought a Valentine's Day gift
o 81 percent of males in a new relationship feel most obligated to give a gift

The study spans seven years and derives its data from:

o 198 surveys conducted with college students in relationships or not
o 149 consumer diaries in ages 18-67
o 47 online diaries either posted on Valentine's Day or near the day
o 19 retailer interviews, including florists, jewelers, chocolates, fragrance shops

"Demographics, lifestyle patterns, social patterns and economic conditions have contributed to the shift of consumer's attitudes," Close said. "In this tightened economy, we are likely to see more intimacy, in-home consumption and less marketplace expenditures. People will choose to dine in and personalize the day in a way that is meaningful to them."

The researchers found three types of resistance to the holiday: gift resistance, market resistance and retailer resistance.

Gift resistance: Instead of shopping at flower, candy or card stores for gifts, people are creating their own gifts or opting to dine-in. Some are issuing handmade gift certificates that preclude the obligation to give a gift.

Retailer resistance: Consumers chose to celebrate the day but refuse to walk in stores associated with the day.

Market resistance: When consumers celebrate the day but opt to celebrate a few days later.

To view the study online, please visit: doi:10.1016/j.jbusres.2008.01.027

To view an article about this study, please visit http://www.newscientist.com/article/dn16600-is-commerce-ripping-the-hear...