Do Different Motives Underlying Gift-Giving Behavior Influence Self-Indulgence Differently?

Ning Chen, European School of Management and Technology, Germany
Francine Espinoza Petersen, European School of Management and Technology, Germany
This research suggests that different gift-giving motivations influence a gift-giver’s self-indulgence differently. Gift-givers with an altruistic motivation tend to be more self-indulgent than gift-givers with a self-interested or a compliance-with-social-norm motive. We find that this effect is mediated by happiness and moderated by the perceived appropriateness of self-indulgence.
[ to cite ]:
Ning Chen and Francine Espinoza Petersen (2014) ,"Do Different Motives Underlying Gift-Giving Behavior Influence Self-Indulgence Differently?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 777-777.