Cele C. Otnes is Associate Professor of Business Administration at the University of Illinois, Urbana-Champaign. She is the coeditor, with Richard F. Beltramini, of "Gift-Giving: An Interdisciplinary Anthology "(1996), and is also coeditor, with Tina M. Lowrey, of the forthcoming book "Contemporary Consumption Rituals: A Research Anthology" (2003). Elizabeth H. Pleck is Professor of History and of Human and Community Development at the University of Illinois, Urbana-Champaign. She is the author of "Celebrating the Family: Ritual, Consumer Culture and Ethnicity "(2000) and "Domestic Tyranny: The Making of Social Policy against Family Violence from Colonial Times to the Present "(1987).Tina… M. Lowrey (Ph.D., University of Illinois) is Professor of Marketing at the University of Texas at San Antonio. Her research investigates the impact of various psycholinguistic factors, particularly syntax and phonetic symbolism on advertising recall and persuasiveness. Her work has appeared in such journals as "Journal of Consumer Research," "Journal of Consumer Psychology," and "Journal of Advertising."