I Self Gift Therefore I Am: an Examination of Self-Construal and Consumers Attitudes Towards Self-Gifting

Suri Weisfeld-Spolter, Zicklin School of Business, Baruch College, The Graduate Center, CUNY, USA
Maneesh Thakkar, Zicklin School of Business, Baruch College, The Graduate Center, CUNY, USA
By definition, one of the predominant aspects of self-gifting is the direct focus on the self. Clearly, if people view the self differently, they will react differently to self-gifting. In the domain of study of ‘self’ the received view holds that individuals differ on the way they perceive the ‘self’. We draw on the relevant psychological research and demonstrate that consumers’ self-construal will have an impact on their attitude and likelihood to self-gift. We show that people with an independent self-construal are more likely to self-gift as compared to those with interdependent self-construal and present the explanations for this difference.
[ to cite ]:
Suri Weisfeld-Spolter and Maneesh Thakkar (2007) ,"I Self Gift Therefore I Am: an Examination of Self-Construal and Consumers Attitudes Towards Self-Gifting", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 414-416.