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

Abstract 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.