Consumer Gifting Behaviors

摘要

Occurrences of interpersonal gift-giving and self-gifting situations are prevalent in our society. However, previous research has not looked at the possible relationship between the two. This paper surveyed individuals regarding their personal gifting behaviors. Not surprisingly, respondents were more likely to buy for others than themselves; however, individuals did report self-gifting from six to ten times per year. Females in virtually every category were significantly more likely to gift than malesboth in interpersonal gifting and self-gifting. Non-married individuals were, in some situations, more prone to self-gifting than married individuals. Very few respondents experienced regret (dissonance) after purchases were made.