“Yes, I'm worth it!”: How romantic breakups influence self‐gifting propensity
Aaminah Z. Malik,
Khue (Kylie) Vo
Abstract:When do consumers indulge in self‐gifting? While extant research predominantly explores self‐gifting as a coping mechanism in postchallenging phases, this research suggests an additional dimension: self‐gifting as a form of self‐reward. Drawing from the idea of stress‐related growth, this paper focuses on consumer behavior following a romantic breakup, investigating self‐gifting as a reward mechanism. Results from five studies consistently demonstrate that the severity of a breakup significant influences consu… Show more
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