Self-Gift Behaviours of British Ethnic Minority Consumers

Our understanding of ethnic minority consumers' self-gift behaviours is rather limited and, furthermore, mainly stems from a North American perspective.  In this study, diary method and survey were used to investigate self-gift behaviours of ethnic minority groups in Britain.  Results of the study show that the propensity to engage in self-gifts is a widespread phenomenon amongst British ethnic minority groups, particularly amongst well-educated young adults. The results provide support for previous findings on demographic variables in that they are good predictors of the propensity for self-gifts. We also discuss how self-gifts prompted by different motivations and occasions impact on the quality of life of different ethnic minority groups in Britain.


Theeranuch Pusaksrikit and Jikyeong Kang (2007) ,"Self-Gift Behaviours of British Ethnic Minority Consumers", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 289-291.


Theeranuch Pusaksrikit, Manchester Business School, UK
Jikyeong Kang, Manchester Business School, UK


E - European Advances in Consumer Research Volume 8 | 2007

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