“When the Going Gets Tough, the Tough Go Shopping”: an Examination of Self-Gifting Behavior
“When the Going Gets Tough, the Tough Go Shopping”:
An Examination of Self-Gifting Behavior
A. Selin Atalay, Penn State University
Margaret G. Meloy, Penn State University
The current work focuses on mood-repair and celebration as motives for self-gifting behavior. A lab study and a field study demonstrate that both lead to self-gifting, with the mood-repair motive being more prevalent than celebration. Individual differences in self-esteem, mood, loneliness, and regulatory orientation were tested with respect to both motives. We also examined the meanings individuals attach to their self-gifts. Only mood and regulatory orientation led to different motives to self-gift, but each of the individual differences uniquely impacted the meanings attached to them. The results provide insights into the mood-management function of indulgent consumption.
Citation:
Selin Atalay and Margaret Meloy (2006) ,"“When the Going Gets Tough, the Tough Go Shopping”: an Examination of Self-Gifting Behavior", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 259-260.
Authors
Selin Atalay, Penn State University
Margaret Meloy, Penn State University
Volume
NA - Advances in Consumer Research Volume 33 | 2006
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