A Mood-Alleviative Perspective On Self-Gift Behaviours: Stimulating Consumer Behaviour Theory Development

This paper represents an attempt to highlight a novel perspective on consumer behaviour generally and self-gift behaviours specifically. Self-gift behaviours have not been viewed from an explicit mood-alleviative perspective in prior research. This is a strange shortcoming, since mood-alleviative self-gift behaviours have multiple linkages to other consumption phenomena and to consumer behaviour theory development. This paper specifies the contents of these linkages. It aims at demonstrating the relevance of studying mood-alleviative self-gift behaviours and at stimulating theoretical and empirical investigations addressing them by showing a need for developing and enriching the conceptual basis of consumer behaviour related mood research and by providing a general starting point for this. The specification is concluded by outlining directions for future research and delineating managerial implications.