IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02373662.html
   My bibliography  Save this paper

I’m Worth It or I Need It? Self-Gift Giving and Consumers’ Self-Regulatory Mindset

Author

Listed:
  • Dania Mouakhar-Klouz

    (PSY-NCA - Psychologie et Neurosciences de la Cognition et de l'affectivité - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Alain d'Astous

    (HEC MONTRéAL CGJ - Chaire de Gouvernance et Juricomptabilité - HEC Montréal - HEC Montréal)

  • Denis Darpy

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Purpose – The aim of the research presented in this paper is to enhance our understanding of self-gift giving behavior. Self-regulatory theory isused as a conceptual support to achieve this objective. The main idea that is explored is that consumers' self-gift purchase intentions vary acrosscontexts and situations to the extent that these are compatible or not with their self-regulatory mindset, whether it is chronic or situational.Design/methodology/approach – Two studies, using a scenario-based experiment, were conducted to investigate the effects that regulatory focushas on consumers' intentions to buy themselves a gift.Findings – The results support the proposition that the chronic form of regulatory focus in success and failure situations has a significant impacton the intention to purchase a gift to oneself and show that the situational form of regulatory focus has an influence on self-gift purchase intentionas well. They also confirm that situations that are congruent with consumers' self-regulatory mindset lead to stronger self-gift purchase intentions.Originality/value – The main contribution of this research lies in delineating the role that some specific dispositional and situational factors playin shaping consumers' perceptions of success and failure events and how this impacts the eventual purchase of a gift to oneself. This contrasts withprevious research on self-gift giving, where success and failure situations are assumed to be perceived similarly by consumers. Marketing managerswishing to stimulate consumers' propensity to buy themselves gifts should consider using regulatory focus as a segmentation basis. Marketingcommunications should be adapted to consumers' self-regulatory mindset.

Suggested Citation

  • Dania Mouakhar-Klouz & Alain d'Astous & Denis Darpy, 2016. "I’m Worth It or I Need It? Self-Gift Giving and Consumers’ Self-Regulatory Mindset," Post-Print hal-02373662, HAL.
  • Handle: RePEc:hal:journl:hal-02373662
    DOI: 10.1108/JCM-05-2015-1417
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yang, Morgan X. & Zeng, Kevin J. & Chan, Haksin & Yu, Irina Y., 2021. "Managing loyalty program communications in the digital era: Does culture matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    2. Gupta, Aditya & Eilert, Meike & Gentry, James W., 2020. "Can I surprise myself? A conceptual framework of surprise self-gifting among consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Kirsten Cowan & Nathalie Spielmann, 2017. "The influence of rituals on luxury product consumption: implications for brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 391-404, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02373662. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.