Motivations, Demographics & Self-Gifting Consumer Behavior in Japan and the USA
Abstract
Self-gifting consumer behavior (SGCB) has been defined as types of self-communication, personally symbolic and context bound consumer purchase behaviors for managing a range of moods and motivations (Mick & DeMoss, 1990; Mortimer et al, 2015). A lot of qualitative work has been done on the topic in Japan and the USA where the phenomenon is quite significant. We propose using a number of validated scales to examine both the qualitative and quantitative aspects of SGCB in the US & Japan. We introduced demographic & personal cultural orientation factors to further explore the differences across individuals and geographic boundaries.