Overview
Topic status: We're looking for students to study this topic.
Over the past two decades, consumer researchers have focused attention on hedonic consumption. Self Gifting Consumer Behaviour (SGCB) is the act of giving to oneself, with an emphasis on self-indulgence. SGCB is a form of hedonic consumption, yet is distinctive because of the motivational contexts.
To date, researchers (Mick & DeMoss, 1990a, 1990b) and others, have contextualised SGCB as a multi-dimensional construct, containing reward, therapudic, celebratory and hedonism motivations. (The reasons why we buy for ourselves). Yet, instruments that systematically measure SGCB from the perspective of the consumer are absent.
The purpose of this research would be to:
- develop a psychometric scale of the multi-dimensional construct of SGCB
- purify the scale
- validate
- replicate.
- Study level
- Masters, Honours
- Supervisors
- QUT
- Organisational unit
QUT Business School
- Research area
- Keywords
- self gifting, scale development, shopping , consumer, behaviour
- Contact
- For more information, please contact Dr Gary Mortimer.
Dr Gary Mortimer
