Giving Yourself a Gift This Christmas

This research aims to examine the immigrants’ self-gift behavior while they experience their Christmas event in the UK. Employing the critical incident technique, It attempts to see how effective self-gift giving as a tool to express the identity and how self-gifts can help to increase the immigrants’ emotional well-being.


Theeranuch Pusaksrikit (2013) ,"Giving Yourself a Gift This Christmas", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 339-339.


Theeranuch Pusaksrikit, University of the Thai Chamber of Commerce, Thailand


E - European Advances in Consumer Research Volume 10 | 2013

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