Gift‐giving is a typical consumer behavior with important implications for consumers and
marketers. Accordingly, consumer gift‐giving behavior has received much attention from …

Compensatory consumption has been an increasingly researched yet widely debated area
of consumer behaviour over the last 20 years. Extant research formulates the term as …

Purpose A rarely discussed type of indulgence good is “virtual” goods featured in freemium
games, one of the most important platforms for online retailing. The freemium business …

Purpose–Self-gifting is a performative process in which consumers purchase products for
themselves. The literature to date remains silent on a determination and connection …

Consumers frequently purchase self-gifts, ie gifts for themselves, for a variety of reasons.
Recently, certain items bought as self-gifts have begun to incorporate an element of …

Self‐gifting consumer behaviour (SGCB) is on the rise as consumers seek reward and
therapeutic benefits from their shopping experiences. SGCB is defined as personally …

From time, to money, to energy, many consumers are feeling more constrained than ever
before. One potential solution to the pervasive feeling of constraint is self-gifting, which is the …

Purpose–The purpose of this paper is to provide a contextualized view of participants'
accounts of self-gift consumer behaviour (SGCB) throughout the consumption cycle, from the …

Consumers prefer brands that provide them with symbolic meaning, and they use them to
enhance their self‐esteem and develop their status and personal images. Self‐esteem is an …

This research extends the understanding of how self-construal plays a role in our
consumption behavior using self-gifting as its context. By applying a four-dimensional self …