Comforting or rewarding myself: Choices for self-gifting. Issue 4 (1st October 2016)

• Record Type: Journal Article
• Authors: Hur, Hee Jin; Choo, Ho Jung
• Is Part Of: Journal of global fashion marketing. Volume 7:Issue 4(2016)
• Page Start: 238
• Page End: 251
• Publication Date: 2016-10-01
• Subjects: Self-gift -- attractiveness-relevant products -- self-gift motivation -- enhancing products -- problem-solving products; 自我赠礼 -- 吸引力相关的产品 -- 自我赠礼的动机 -- 增强性产品 -- 问题解决产品; Fashion -- Periodicals; Fashion merchandising -- Periodicals; 687.0688
• DOI: 10.1080/20932685.2016.1198239
• Languages: English
• ISSNs: 2093-2685

Abstract

Abstract: This study aimed to empirically explore consumers' preferred self-gift products depending on the motivation to give self-gifts. Perceiving the distinctive motivations for self-gifts led to the postulation of likely distinctiveness in selecting types of attractiveness-relevant products (enhancing vs. problem-solving products) for self-gifts. Two empirical studies were conducted to test the hypotheses with 319 female consumers in their 20s and 30s. Study 1 was an experiment through which different preferences were tested and verified. Here, two types of attractiveness-relevant products showed differing preference levels when the motivation was to give a self-gift reward, thus representing a therapeutic motive. This study also revealed that among enhancing and problem-solving products, experiential products and material products showed different levels of preferences. Study 2 was conducted to provide empirical evidence of the moderating effect of regulatory focus on product type preferences and self-gift motivation. This study expanded the scope of the research in this field as it examined consumer behaviors regarding self-gifts and linked consumer motivations to give self-gifts with relevant product types. We also clarified that different situations exist for self-gift consumption and the preferred products vary depending on a consumer's motivation to give a self-gift.