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The gift tradition is a universal and functional culture pattern that is encountered in all cultures. This tradition has been maintained in both primitive and contemporary cultures. In modern cultures, gift-giving has been offering more opportunities to consumers than previous eras In the gift of gift tradition, it is necessary to be brought together fields such as consumer behavior, history of economy, psychology, sociology, anthropology, and culture in order to be able to examine the behavior of women in buying gifts, giving gifts, and accepting gifts from the others. The purpose of this paper is to try to understand the feelings, thoughts and expectations of women about gift-giving. For this purpose, firstly the concept of gift-giving, and in this direction the thoughts, attitudes, and behaviors of women in gift-giving were thoroughly examined from the past to the present and new suggestions were made as stated in the results obtained from this paper [ABSTRACT FROM AUTHOR]

The exchange of gifts, which represent significant functions in the triangle of human, society and culture, are among the cornerstones of social interaction. Having considered the reciprocity concept in primitive society in light of ethnographic data, Mauss laid down how gift exchange and potlatch culture functions in a self-producing cycle. Self-production is one of the basic concepts of Luhmann. self-production of functional systems is carried out over communication channels. This paper is intended to show and stress the importance of gift exchange within the social system with a focus on its past and current functions. Consequently, principles of exchange defined by Mauss is one of the mechanisms that Luhmann calls as a communication system. In Luhmann's words, principles of gift exchange operate as choice and motivation mechanisms and their meaning are ascribed based on the way choices are made. [ABSTRACT FROM AUTHOR]