Overview
Topic status: We're looking for students to study this topic.
Empirical research into Self-Gifting Consumer Behaviour (SGCB) is scarce and much of the existing literature has been contributed by relatively few authors (primarily Mick, DeMoss et al, 1990a, 1990b, 1992).
SGCB is, quite simply, the act of purchasing gifts for oneself. SGCB is considered a multi-dimensional construct, containing four motivations; reward, therapeutic, celebratory and hedonic. Certain types of shoppers are more inclined to be motivated to self-gift.
This project will explore the relationship between indulgent and impulsive shoppers and the extent they will engage in self-gifting. This research will identify which motivators have the greatest influence on these two shopper types. Futher, this research will also examine the extent to which these two shopper types experience negative mood reduction or post-purchase regret. A multi-contextual approach will be taken.
- Study level
- PhD, Masters, Honours
- Supervisors
- QUT
- Organisational unit
QUT Business School
- Research area
- Keywords
- Impulsive Shopping, Indulgent Shopping, Self-Gifting, Negative Mood Reduction, Post Purchase Regret, Consumer Behaviour
- Contact
- For more information please contact the supervisor.
Dr Gary Mortimer
