Do Different Motives Underlying Gift-Giving Behavior Influence Self-Indulgence Differently?
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 777-777.
Ning Chen, European School of Management and Technology, Germany
Francine Espinoza Petersen, European School of Management and Technology, Germany
NA - Advances in Consumer Research Volume 42 | 2014
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