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.


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.


Sujin Park, Seoul National University
Kyoungmi Lee, Seoul National University


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada

Read More


Nostalgiacising: A Performative Theory of Nostalgic Consumption

Ela Veresiu, York University, Canada
Ana Babic Rosario, University of Denver
Thomas Derek Robinson, City University of London, UK

Read More


The Effect of Bariatric Surgery on Delay Discounting for Food and Money: A Longitudinal Study

Ratnalekha Venkata Naga Viswanadham, INSEAD, France
Hilke Plassmann, INSEAD, France
Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.