This research considers self-gift giving as an individual disposition—that is, the extent to which a consumer is inclined to buy herself or himself gifts—and examines some determinants and consequences of this general tendency. A conceptual model was developed where self-gift giving propensity is hypothesized to follow from gift-receiving experiences during childhood and lead to long-term consequences relative to materialism and satisfaction with life (SWL). In addition, gift-receiving experiences during childhood are also presumed to give rise to a greater level of consumer sociability and, ultimately, a better satisfaction with life. The model was tested using data collected by means of a survey among a sample of 186 adult consumers. The results show that self-gift giving propensity may have positive or negative effects on consumer SWL, depending on the particular psychological mechanisms that intervene. As a behavioural response to various events in one's life, self-gifting episodes lead in a cumulative fashion to a better satisfaction with life. However, self-gift giving propensity also lead to a higher level of materialism and, as a consequence, a degradation of life satisfaction. This study has adopted a life-span perspective on this particular behaviour and has contributed to identify different psychological processes that explain how self-gift giving tendencies come about as well as the long-term consequences that they engender. This study has enriched our knowledge of the self-gift phenomenon by placing this common consumption behavior in a broader perspective than the motivational, and episodic, approach that has characterized most research in this domain until now.

中文翻译：

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自我赠与与生活满意度：行为倾向视角

这项研究将自我送礼视为一种个人倾向——即消费者倾向于购买自己或自己的礼物的程度——并考察了这种普遍趋势的一些决定因素和后果。开发了一个概念模型，其中假设自我赠送礼物的倾向来自童年时期的接受礼物的经历，并导致与物质主义和生活满意度（SWL）相关的长期后果。此外，儿童时期的收礼经历也被认为可以提高消费者的社交能力，并最终提高对生活的满意度。该模型使用通过对 186 名成年消费者样本的调查收集的数据进行测试。结果表明，自我赠送礼物的倾向可能对消费者的 SWL 产生积极或消极的影响，取决于干预的特定心理机制。作为对生活中各种事件的行为反应，自我赠与事件以累积的方式导致对生活的更好满足。然而，自我馈赠的倾向也会导致更高水平的物质主义，从而降低生活满意度。这项研究对这种特殊行为采用了终身观点，并有助于确定不同的心理过程，这些过程解释了自我赠与倾向是如何产生的，以及它们产生的长期后果。这项研究通过将这种常见的消费行为置于比迄今为止该领域大多数研究的特征的动机和偶发性方法更广泛的视角，丰富了我们对自我礼物现象的认识。