Treat Yourself (But Not Myself): Unearthing Discrepant Beliefs About Self-Care, Leisure, and Self-Gifting

Despite the fact that the self-care market is vast and growing, there are many unanswered questions regarding consumers’ beliefs about, and outcomes from, self-care. Four papers reveal an interesting discrepancy in consumers’ beliefs about self-care, in which we encourage others to treat themselves, but are pessimistic about our own self-care.


Jacqueline R. Rifkin, Kelley Gullo Wight, Keisha Cutright, Gabriela Tonietto, Selin Malkoc, Michael Norton, Pooja Somasundaram, Jenny Olson, Michelle Daniels, Adriana Samper, and Andrea Morales (2021) ,"Treat Yourself (But Not Myself): Unearthing Discrepant Beliefs About Self-Care, Leisure, and Self-Gifting", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 694-699.


Jacqueline R. Rifkin, University of Missouri-Kansas City
Kelley Gullo Wight, Indiana University
Keisha Cutright, Duke University
Gabriela Tonietto, Rutgers University
Selin Malkoc, The Ohio State University
Michael Norton, Harvard Business School
Pooja Somasundaram, Indiana University
Jenny Olson, Indiana University
Michelle Daniels, Arizona State University
Adriana Samper, Arizona State University
Andrea Morales, Arizona State University


NA - Advances in Consumer Research Volume 49 | 2021

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