Mood-regulatory self-gifts: Development of a conceptual framework

Abstract

This study seeks to contribute theoretically to the area of consumer behavior research by offering a mood-regulatory conceptualization of self-gifts. The paper begins with an analysis and a specification of the nature of mood-regulation. Second, self-gift behaviors are viewed from the mood-regulatory perspective and the argument for stressing this perspective on self-gifts is presented. Surprisingly few prior studies have theoretically addressed the connection between mood-regulation and self-gift behaviors. Third, a conceptual framework model for studying the mood-regulatory self-gift behaviors is developed. Finally, the theoretical implications of the mood-regulatory conceptualization of self-gifts are discussed.