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| Author: | Mick, D. Faure, C. |
| Title: | Consumer self-gifts in achievement contexts: the role of outcomes, attributions, emotions, and deservingness |
| Journal: | International Journal of Research in Marketing
1998 : OCT, VOL. 15:4, p. 293-308 |
| Index terms: | MARKETING CONSUMERS ROLES |
| Language: | eng |
| Abstract: | Research on consumers' gifts to themselves has been mainly exploratory and descriptive. Toward more theoretical understanding, the authors conducted an experiment on self-gift behavior as it is precipitated by everyday achievement tasks. They manipulated (1) achievement outcomes (success/failure) and (2) consumers' explanations for those outcomes (attributions) to examine their effects on self-guilt likelihood. They also measured emotions and deservingness as potential mediators. |
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