Ato de Presentear entre Casais: Significados e Contribuições Teóricas.

Purpose: The purpose of this paper is the discussion about the perception and identity construction reflected in the act of gift giving under the context of a loving relationship. Therefore, we used a theoretical framework based on identity and gift giving. In its methodology, we use of an interpretative approach based on the technical analysis procedures from the Grounded Theory proposed by Charmaz. Design/methodology/approach: 26 interviews were conducted with 15 men and women who declare themselves committed in romantic relationships, which resulted in approximately 21 hours of recording. Research, Practical & Social implications: The paper contributes to consumption studies because focus on the behavioral relationship of a couple, going beyond the common place of studies focused on individualized consumption. Originality/value: As a result, the paper presents two theoretical schemes that debate, respectively, the formation of the couple's identity and the evolution of the act of gift giving in a context of loving relationship, resulting in a final debate about the formation of the couple's identity as a process that occurs concurrently with the increase in the symbolic level of the gifts, reflecting this construction. [ABSTRACT FROM AUTHOR]