2024
DOI: 10.1111/fcsr.12523
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Impulse self‐gifting: An exploration of motivations, contexts, and the role of self‐control

Sukyung Seo,
Nancy Nelson Hodges

Abstract: The purpose of this study was to explore the motivations and contexts that prompt consumers' impulse self‐gifting behaviors (ISGB). A thematic analysis of interview data collected from 20 consumers revealed that motivations for ISGB were prompted by specific contexts and that attempts to avoid ISGB through self‐control were typical among the participants. Mood states and marketing promotions also emerged as contexts prompting ISGB. Findings were viewed through the conceptual lens of stimulus‐organism‐response … Show more

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