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Impacts of Efforts and Outcomes on Self-gifting Behavior in Goal-achievement Contexts

Listed author(s):
  • Akinori Ono

    (Faculty of Business and Commerce, Keio University)

  • Ryohei Maeda

    (Keio University)

  • Bokyoung Park

    (Keio University)

  • Yuya Saruwatari

    (Keio University)

  • Kento Yamaguchi

    (Keio University)

  • Rin Shimizu

    (Keio University)

Registered author(s):

    This study developed a self-gifting intention model which describes that consumer intention to purchase self-gift in an achievement context is influenced by four factors, i.e., the amount of effort, happiness of success/sadness of failure, the necessary of recovery, and reward/therapeutic mood. The results of the structural equation modeling showed that, first, individuals purchase self-gifts in recovery for personal efforts in case of success, whereas they do not in case of failure. Second, the necessary of recovery is reduced by happiness of success, whereas it is reinforced by sadness of failure. Third, the amount of effort positively affects happiness of success as well as sadness of failure. Fourth, happiness of success/sadness of failure positively affects reward/therapeutic moods, which in turn positively affects self-gifting intention.

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    Paper provided by Keio/Kyoto Joint Global COE Program in its series Keio/Kyoto Joint Global COE Discussion Paper Series with number 2012-013.

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    Length: 19 pages
    Date of creation: Aug 2012
    Handle: RePEc:kei:dpaper:2012-013
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    1. Sherry, John F, Jr, 1983. " Gift Giving in Anthropological Perspective," Journal of Consumer Research, Oxford University Press, vol. 10(2), pages 157-168, September.
    2. Reilly, Michael D, 1982. " Working Wives and Convenience Consumption," Journal of Consumer Research, Oxford University Press, vol. 8(4), pages 407-418, March.
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