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. 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, using a between subject design, 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.
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© 2015 Academy of Marketing Science
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Weisfeld-Spolter, S., Thakkar, M. (2015). Traits Versus States: How Consumption Affects our Sense of Self. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_76
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DOI: https://doi.org/10.1007/978-3-319-10864-3_76
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10863-6
Online ISBN: 978-3-319-10864-3
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