Impulse self-gifting: An exploration of motivations, contexts, and the role of self-control

The purpose of this study was to explore the motivations and contexts that prompt consumers' impulse self-gifting behaviors (ISGB). A thematic analysis of interview data collected from 20 consumers revealed that motivations for ISGB were prompted by specific contexts and that attempts to avoid ISGB through self-control were typical among the participants. Mood states and marketing promotions also emerged as contexts prompting ISGB. Findings were viewed through the conceptual lens of stimulus-organism-response to frame the experience of ISGB as a process. This study expands the literature by considering the implications of impulse purchasing for self-gifting and offering strategic insights for practitioners.