Motivation of self-gift consumption in fashion goods

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Du, Shengye (2019) Motivation of self-gift consumption in fashion goods. [Dissertation (University of Nottingham only)]

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Abstract

This study aims to determine the most important motivations for self-gifting in a particular context of fashion goods. Through the statistical analysis of the data obtained from online surveys, the self-gifting motivation was studied in a quantitative way.

The findings show that motivations associated with emotions and personal identities might be the most important motives for self-gifting in fashion goods. Marketers could stimulate self-gift consumption by encouraging consumers to focus on themselves, including pursuing enjoyment and shaping the ideal image. In addition, a highly contextual self-gift (Mick and DeMoss 1990b) would make self-gift consumption susceptible to its consumption background. This not only gives companies the opportunity to take advantage of marketing campaigns with the theme of self-gifts, but also requires companies to build more adaptable and flexible communication strategies.

Key words: Self-gift, Motivation, Fashion goods

Item Type: Dissertation (University of Nottingham only)
Depositing User: Du, Shengye
Date Deposited: 02 Dec 2022 11:21
Last Modified: 02 Dec 2022 11:21
URI: https://eprints.nottingham.ac.uk/id/eprint/57907

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