Consumer Behavior

No Regrets? An Exploration of Consumer Experiences with Impulse Self-Gifting

  • Sukyung Seo (University of North Carolina at Greensboro)
  • Nancy J. Hodges (University of North Carolina Greensboro)


The purpose of the study was to explore how impulse buying plays a role in self-gifting behavior based on Stimulus-Organism-Response (SOR) framework. The extent to which consumers attempt self-control to resist impulse self-gifting was also examined. Qualitative in-depth interviews were conducted with 20 consumers (15 females and 5 males) who engaged in impulse self-gifting experience at least 12 months prior to recruitment. The thematic analysis of the interview data revealed five themes related to motivations (i.e., to feel better, to reward, to celebrate, to look nice, and to collect). Mood and sales promotions were identified as factors most frequently promoting ISGB. Attempts to avoid impulse buying through self-control measures were typical among participants. 

Keywords: S-O-R model, Self-control, Motivation, S-O-R Model, Self-gifting, Impulse buying

How to Cite:

Seo, S. & Hodges, N. J., (2020) “No Regrets? An Exploration of Consumer Experiences with Impulse Self-Gifting”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi:

Download PDF
View PDF



Published on
28 Dec 2020
Peer Reviewed