Which purchase do I deserve? Understanding self-gift and purchase dimensions

This study sought to compare the behavior of self-gifting among the purchase dimensions. Specifically, we sought to identify which type of purchase is preferable in this phenomenon and how the predecessor moment can regulate and boost the donation of appropriate gifts for themselves.

Originality/value:

This study differs from previous research by simultaneously comparing the purchase dimensions (material-experiential and ordinary-extraordinary) and the moments preceding the purchase in the act of self-gifting. The findings indicate that donating ordinary possessions is essential for realizing the symbolic self-communication of the consumer who gives himself.

Design/methodology/approach:

Two sequential experimental design studies between subjects were carried out, with a non-probabilistic sample of 414 respondents. Data were analyzed using analysis of variance (one-way ANOVA).

Findings:

The results showed that ordinary material purchases led to a greater attitude towards self-gift, even though the literature suggested that extraordinary experiential purchases were preferable. In sequence, the concept of proportionality indicates that individuals seek to give themselves a gift regardless of the moment before the purchase. Consumers regulate their self-gifting based on the previously lived moment. In ordinary predecessor events, individuals seek to reward themselves with ordinary purchases, while in landmark predecessor events, individuals seek to reward themselves with extraordinary purchases.

Keywords
self-gift; experiential purchase; material purchase; purchase dimension; rewards

	Material purchase		Experiential purchase
	Ordinary	Extraordinary	Ordinary	Extraordinary
	3.8659 (σ 0.6246)	3.0047 (σ 0.5483)	3.1404 (σ 0.3080)	2.1501 (σ 0.3017)
	n = 65	n = 61	n = 58	n = 59
Ordinary material purchase	-	0.000^* ***** Significant at 0.01.	0.000^* ***** Significant at 0.01.	0.000^* ***** Significant at 0.01.
Extraordinary material purchase	0.000^* ***** Significant at 0.01.	-	0.403	0.000^* ***** Significant at 0.01.
Ordinary experiential purchase	0.000^* ***** Significant at 0.01.	0.403	-	0.000^* ***** Significant at 0.01.
Extraordinary experiential purchase	0.000^* ***** Significant at 0.01.	0.000^* ***** Significant at 0.01.	0.000^* ***** Significant at 0.01.	-

	Ordinary context (n = 93)			Extraordinary context (n = 78)
Ordinary purchase	n = 54	3.8016	0.000^* ***** Significant at 0.01;	n = 36	3.3254	0.035^ significant at 0.05.
Extraordinary purchase	n = 39	2.6593	0.000^* ***** Significant at 0.01;	n = 42	3.7245	0.035^ significant at 0.05.
Material purchase	n = 50	3.5486	0.008^* ***** Significant at 0.01;	n = 42	3.4864	0.542
Experiential purchase	n = 43	3.0598	0.008^* ***** Significant at 0.01;	n = 36	3.6032	0.542

Experiment 1
Scenario	Dimension 1	Dimension 2	Situation
1	Experience	Extraordinary	“Imagine that, on any given day, you start thinking about what you would like to do for yourself. You’ve been studying and working for several days and decide it’s time to get rewarded. This way, at the end of class/work, you buy some experience to reward the wear you had in the last week. After thinking a little, you discover that some exceptional experiences seem quite attractive, such as: taking a trip to a beach or mountains, going to a concert by your favorite band, going to a spa, or going to a luau - among other experiences that you I would love to be able to do this to reward myself. Considering your own gratification and considering the experiences available on the market, you are about to decide which one to buy”.
2	Experience	Ordinary	“Imagine that, on any given day, you start thinking about what you would like to do for yourself. You’ve been studying and working for several days and decide it’s time to get rewarded. This way, at the end of class/work, you buy some experience to reward the wear you had in the last week. After thinking about it for a while, you discover that some affordable experiences seem quite attractive, such as: going to a restaurant, going to a pub, going to the cinema, going to the beauty salon - among other experiences that you would love to do to reward yourself. Considering your own gratification and considering the experiences available on the market, you are about to decide which one to buy”.
3	Material	Extraordinary	“Imagine that, on any given day, you start thinking about what you would like to do for yourself. You’ve been studying and working for several days and decide it’s time to get rewarded. This way, at the end of class/work, you decide to buy some product as a way to reward the wear you had in the last week. After thinking about it for a while, you discover that some exceptional products seem quite attractive, such as: buying a cell phone, buying a computer, buying expensive branded clothing, buying jewelry, or even buying a car - among other products that you would love to buy for yourself. reward yourself. Considering your own gratification and considering the products available on the market, you are about to decide which one to buy”.
4	Material	Ordinary	“Imagine that, on any given day, you start thinking about what you would like to do for yourself. You’ve been studying and working for several days and decide it’s time to get rewarded. This way, at the end of class/work, you decide to buy some product as a way to reward the wear you had in the last week. After thinking a little, you discover that some affordable products look quite attractive, such as: eating at a fast food or ifood, buying new clothes, buying a book, and having ice cream - among other products that you would love to buy to reward yourself. Considering your own gratification and considering the products available on the market, you are about to decide which one to buy”.

Experiment 2
Scenario	Dimension	Situation
1	Ordinary context	“Imagine that, on any given day, you start thinking about what you would like to do for yourself. You’ve been studying and working for several days and decide it’s time to get rewarded. This way, at the end of the day you decide to buy something as a reward for the great news received. After some thought, you are now imagining something interesting that you would like to buy (good or experience) after receiving this news”.
2	Extraordinary context	“Imagine that, on any given day, you start thinking about what you would like to do for yourself. Soon after, you receive the news that you have been selected for a job vacancy in a large company in your area of expertise, and then you decide that it is time to be rewarded. This way, at the end of the day you decide to buy something as a reward for the great news received. After some thought, you are now imagining something interesting that you would like to buy (good or experience) after receiving this news”.

Editora Mackenzie; Universidade Presbiteriana Mackenzie Rua da Consolação, 896, Edifício Rev. Modesto Carvalhosa, Térreo - Coordenação da RAM, Consolação - São Paulo - SP - Brasil - cep 01302-907 - São Paulo - SP - Brazil
E-mail: revista.adm@mackenzie.br

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[1] Correspondence concerning this article should be addressed to Caio Victor, Avenida Silas Munguba, 1700, PPGA, Itaperi, Fortaleza, Ceará, Brazil, ZIP code: 60714-903. Email: caio.victor@aluno.uece.br