Christmas giving, are a well-researched area (Clarke, 2006,
2008). However, self-gifting is a performative process because
these actions relate to an individual’s inner thoughts and
comments which act as both predictors and outcomes for
particular or potential purchase decisions. Hence, self-gifting

differs from traditional gift purchases because the requirement

of asking others about gift preferences is eliminated. Previous
research has not examined the antecedents of self-gifting

behavior and the effect on post purchase regret. Shoppers often

این مطلب را هم بخوانید :

face many purchase decisions during half yearly, Black Friday
or post-Christmas clearance sales events. One such decision is