Self-gifting as a therapeutic reward: motivational approach for self-gifting promotions

This study uncovers a motivational mechanism of self-gifting and argues for a therapeutic reward of self-gifting in the context of success. The effects of external motivation of achievement as the underlying antecedent of perceived sacrifice on inspiring materialistic self-gifting behavior are investigated. A total of 774 respondents participated in an online survey posted via the nationwide crowdsourcing web service (MTurk) in the US. The results revealed that extrinsic motivation, internal locus of achievement causality, perceived sacrifice and self-achievement evaluations are indicators for predicting material self-rewarding intention. Further practical and academic implications in marketing communications are discussed in this paper.