Self-gifts : consumer purchases of clothing gifts for themselves Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/qn59q613q

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  • Little empirical research has been conducted on self-gifts as a phenomenon of consumer behavior. A review of literature demonstrated that the phenomenon of self-gifts has been studied from the conceptual aspect, such as self-gift functions. Yet, our knowledge of self-gifts still remains limited because many of the determinants of self-gifts have not been explored (occasions and motivations, self-gifts relation to self-concept, and cultural influences on self-gift behavior). The purpose of this study was to identify occasions that prompt female college students to purchase clothing as a self-gift and some of their motivations for purchasing clothing as gifts for themselves. The data from the respondents was collected through audio-recorded interviews and were transcribed and analyzed by the researcher. A purposive, non-probability sample of 19 female college students was used. The instrument used to measure the occasions and motivations for purchasing self-gifts was the Self-Gift Thematic Apperception Test (SGTAT) developed by Mick, DeMoss, and Faber (1992). This instrument is a specially adapted Thematic Apperception Test (TAT) based on Murstein's (1963) criteria which was derived from the original TAT developed by Murray (1938). The respondents were shown four SGTAT stimulus pictures of drawings of a young woman standing by a counter purchasing a clothing item, with a salesperson nearby. The titles above the drawings suggested common self-gift contexts based on prior research (Mick et al., 1992; Mick & DeMoss, 1990a). The four self-gift contexts were referred to as reward, therapeutic, birthday, and nice-to-self. Content and interpretive analysis were performed by coding the occasions and motivations in the stories that were reported by the respondents. Seventy-two usable Self-Gift Thematic Apperception Test stories were produced (18 respondents by 4 self-gift contexts). Results of the study indicated that personal situations, which were related to significant life-transitions, work-related matters, school-related matters, and interpersonal relationship conflicts were strong occasions that prompted the purchase of self-gifts. In addition, the results of this study indicated that reward, therapeutic, and nice-to-self are common motivations for purchasing gifts for the self. These findings indicated that specific occasions and motivations for purchasing self-gifts can be identified.
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