Self-Gifting in Interdependent Cultures: Lonely Mothers and Self-Compassion
Self-gifting consumer behavior, due to its nature of focus on self, its compatibility with interdependent cultures had always been questioned. Still, self-gifting is now prevalent in many interdependent cultures. This paper illuminates that self-gifting plays an important role of self-compassion for Japanese mothers feeling isolated from their family members.
Satoko Suzuki and Saori Kanno (2018) ,"Self-Gifting in Interdependent Cultures: Lonely Mothers and Self-Compassion", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 50-54.
Satoko Suzuki, Hitotsubashi University, Japan
Saori Kanno, Komazawa University, Japan
E - European Advances in Consumer Research Volume 11 | 2018
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