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Consumer Gifting Behaviors

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

Occurrences of interpersonal gift-giving and self-gifting situations are prevalent in our society. However, previous research has not looked at the possible relationship between the two. This paper surveyed individuals regarding their personal gifting behaviors. Not surprisingly, respondents were more likely to buy for others than themselves; however, individuals did report self-gifting from six to ten times per year. Females in virtually every category were significantly more likely to gift than malesboth in interpersonal gifting and self-gifting. Non-married individuals were, in some situations, more prone to self-gifting than married individuals. Very few respondents experienced regret (dissonance) after purchases were made.

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References

1992Advances in Consumer Research 1989The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey 1989Compulsive Buying: A Phenomenological Exploration 1983Gift Giving in Anthropological Perspective 1983"Paradigms Lost": On Theory and Method in Research in Marketing 1995How is a Possession "Me" or "Not Me"? Characterizing Types and an Antecedent of Material Possession Attachment 1990More Than a Labor of Love: Gender Roles and Christmas Gift Shopping 1990Self-Gifts: Phenomenological Insights from Four Contexts

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2014Am I worth it? Gifting myself with luxury 2014Impact of Giving on Self and Impact of Self on Giving 2021The connection of attachment and self‐gifting for the disconnection of loneliness across cultures 2015Self-gifting as a therapeutic reward: motivational approach for self-gifting promotions 2016As viagens da favela e a vida social dos suvenires 2024Acting on impulse: the role of emotion, gender identity and immersion in driving impulse behavior

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