AN ABSTRACT OF THE DISSERTATION OF Brigitte Gaal Cluver for ...

their behaviors were influenced by a common set of norms, informants’ perceptions of
the appropriate behaviors associated with such norms varied.
A very product-specific norm surrounds the disposition of maternity clothing
(Gregson and Beale, 2004). Researchers discovered that after a women is no longer
pregnant, she is expected to pass all of the maternity clothing she acquired
throughout her pregnancy on to another pregnant woman. Such a practice results in
the gift-like circulation of maternity clothing. Another product-specific norm surrounds
the disposition of unwanted gifts. Respondents in Sherry, McGrath, and Levy’s
(1992) study indicated that when faced with the disposition of an unwanted gift, they
felt a strong pressure to “do the right thing” and searched for the most acceptable
disposal option. In some cases, no appropriate disposal method may exist.
The identification of an appropriate disposal method may be more complicated
than simply relying on societal norms for guidance. During the search and evaluation
stage of the disposition process, a consumer may encounter difficulties in the
identification of a suitable recipient for his/her possession. For example, older
consumers, who have begun contemplating the disposition of their special
possessions, may experience a heightened sense of ambivalence as they try to
identify the best suited recipients. They want to extend the lives of their special
possession beyond their own mortality, or the meanings held within, by passing the
items on to significant others. Yet they worry that the items might not be appreciated,
taken care of, or hold the same meaning for their recipients (Price et al., 2000).
Similar ambivalence has been observed in garage sale settings in cases where the
seller feels attached to an item. As a coping mechanism, the seller may attempt to
transfer the private meaning of the item by relating the significance of the item to the
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