Exchange Taboos From an Interpretive Perspective

The relational framing perspective on taboo exchanges addresses a number of issues that have also been the subjects of considerable interpretive research and theorizing. This commentary highlights interpretive work on gift giving, love, sacredness, purity, and boundaries as it pertains to exchange taboos. It suggests that there is a ritual and moral substrate that underlies exchange behaviors. It concludes that the interpretive perspective may deepen relational framing by revealing an ideal moral template that guides behavior and leads to polite ruses in order to reframe behaviors that violate these norms. It further suggests that there is much to be gained by integrating insights from consumer psychology with those of consumer sociology and consumer anthropology.