An Evolutionary Psychology Perspective on Gift Giving among Young Adults.

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Evolutionary neuromarketing: darwinizing the neuroimaging paradigm for consumer behavior (2008, background): “That said evolutionary theory posits sex differences with regards to some aspects of mating, as the relative costs of mating loom much larger for women (see Saad and Gill, 2003 for a sequela of this universal sex difference in the context of the gift giving courtship ritual).”
Conspicuous consumption, relationships, and rivals: Women's luxury products as signals to other women (2014, background): “Some work in this area has examined gift giving, generally showing that men spend considerable resources on gifts to women (Belk and Coon 1993; Heilman, Kaefer, and Ramenofsky 2012; Jonason et al. 2009; Joy 2001; Rugimbana et al. 2002; Saad and Gill 2003; Sarett 1960).”
Fundamental motives: How evolutionary needs influence consumer behavior (2013, background): “For example, it leads people to seek preservation of their current relationships by showing increased love and care for their current partner (Buss & Shackelford, 1997; Saad & Gill, 2003).”
Blatant benevolence and conspicuous consumption: when romantic motives elicit strategic costly signals. (2007, background): “Although both resource-related and prosocial traits are generally desirable in a romantic partner (Buss, 2003), their relative desirability in a mate may differ for men and women (Kenrick, Sadalla, Groth, & Trost, 1990; Li, Bailey, Kenrick, & Linsenmeier, 2002; Saad & Gill, 2003 ).”