Consumer Behavior

Coping With the COVID-19 Pandemic Crisis by Self-Gifting: A Conceptual Framework

  • Sukyung Seo (University of North Carolina at Greensboro)
  • Jin Su orcid logo (Univeristy of North Carolina at Greensboro)
  • Nancy J. Hodges (University of North Carolina Greensboro)


As the COVID-19 pandemic emerged, it has been considered a threat to consumers. To stop the spread of the virus, social isolation has been in practice. The perceived threat of COVID-19 pandemic and social isolation have induced consumers' psychological distresses, such as anxiety, depression, and loneliness. Past studies have indicated that self-gifting can be used as a coping mechanism to relieve stress and to feel better. The current study was to construct a conceptual framework for studying how COVID 19-induced anxiety, depression,and loneliness may influence consumers’ therapeutic self-gifting. The findings of the study will provide beneficial insights for marketers and consumer researchers to understand how consumer psychological distress plays a role in therapeutic self-gifting. 

Keywords: Self-Gifting, Coping, COVID-19 Pandemic, Conceptual Model

How to Cite:

Seo, S., Su, J. & Hodges, N. J., (2022) “Coping With the COVID-19 Pandemic Crisis by Self-Gifting: A Conceptual Framework”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi:



Published on
15 Sep 2022
Peer Reviewed