Abstract:Purpose
This paper aims to explore when and why consumers hold inconsistent and consistent choices between self- and gift-purchases.
Design/methodology/approach
Across three paper-based questionnaire experiments, the authors examine how consumers’ preferences for desirability and feasibility vary with purchase types (self- vs gift-purchases) based on the functional theories of attitudes. The authors examine consumers’ attitude functions and their self-monitoring closely associated with chronic attitude funct… Show more
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