One for him, one for me: An examination of gift -giving and the malleable self

Title: One for him, one for me: An examination of gift -giving and the malleable self
Identifier: d_2009_2013:1c7d7d71ad02:10303
identifier: 10158
Creator: Weisfeld-Spolter, Suri,
Contributor: Stephen Gould
Date: 2009
Language: English
Publisher: City University of New York.
Subject: Marketing | Personality psychology | gift giving | self
Abstract: This paper investigates how consumption affects aspects of the self-concept. Using gift giving situations as consumer's consumption context, we examine how three types of gift giving scenarios affect individual's gender identity and self-construal. In Study 1, using a with-in subjects design, we demonstrate that gender identity changes based on the gifting scenario (self-gift vs. interpersonal gift) and show that these differences also exist between the two main contexts of self-gifts (i.e. reward and therapy.) In Study 2, we replicate these results using self-construal as a dependent variable with a between subjects design and find that cognitive busyness does not moderate the results. In Study 3, we show how priming subjects on different dimensions of their self-concept affects their choices of gifts in a predictable way consistent with their active self-concept and that their gender identity and self-construal mediates the results.
Type: dissertation
Source: 2009_2013.csv
degree: Ph.D.
Program: Business

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