To Reward Or to Cheer Up: Self-Gift Motivations Change Preferred Gift Types Through Construal-Level
This research suggests that the self-gift motivation for rewarding one's achievements activates a low-level construal with vivid mental imagery, resulting in preferences for material self-gift. In contrast, the self-gift motivation for cheering the self up from depressing situations activates a high-level construal, leading to the preferences for experiential self-gift.
Citation:
Sujin Park and Kyoungmi Lee (2021) ,"To Reward Or to Cheer Up: Self-Gift Motivations Change Preferred Gift Types Through Construal-Level", 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: 922-922.
Authors
Sujin Park, Seoul National University
Kyoungmi Lee, Seoul National University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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