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


  • 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)


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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  • Akinori Ono & Ryohei Maeda & Bokyoung Park & Yuya Saruwatari & Kento Yamaguchi & Rin Shimizu, 2012. "Impacts of Efforts and Outcomes on Self-gifting Behavior in Goal-achievement Contexts," Keio/Kyoto Joint Global COE Discussion Paper Series 2012-013, Keio/Kyoto Joint Global COE Program.
  • Handle: RePEc:kei:dpaper:2012-013

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    References listed on IDEAS

    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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