Abstract
AbstractThe purpose of this study was to explore the motivations and contexts that prompt consumers' impulse self‐gifting behaviors (ISGB). A thematic analysis of interview data collected from 20 consumers revealed that motivations for ISGB were prompted by specific contexts and that attempts to avoid ISGB through self‐control were typical among the participants. Mood states and marketing promotions also emerged as contexts prompting ISGB. Findings were viewed through the conceptual lens of stimulus‐organism‐response to frame the experience of ISGB as a process. This study expands the literature by considering the implications of impulse purchasing for self‐gifting and offering strategic insights for practitioners.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callSimilar Papers
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
