What does this research mean for the field?

Self-gifting is a multidimensional phenomenon shaped by spatiality, materiality, emotionality, and temporality, extending beyond traditional reward- or indulgence-based motivations. Novelty: ClaimNovelty.SYNTHESIS. Consensus alignment: ConsensusAlignment.ESTABLISHES_NEW_DIRECTION.

What question did this study set out to answer?

Advance the conceptual understanding of self-gifting by proposing a framework that integrates spatiality, materiality, emotionality, and temporality.

September 5, 2026Qualitative Market Research An International Journal

Reframing self-gifting: through the lens of spatiality, materiality, emotionality and temporality

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Authors

VKVikram KapoorUniversidad de Londres AHA. R. Shaheen HosanyHult International Business School

Discussion

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Implication

Theory synthesis uncovers multidimensional drivers of self-gifting in consumers, suggesting behaviors extend far beyond simple reward and indulgence.

Key Points

Advance the conceptual understanding of self-gifting by proposing a framework that integrates spatiality, materiality, emotionality, and temporality.
Conducted a theory synthesis combining a structured literature review of self-gifting research.
Employed inductive coding and abductive reasoning to synthesize existing findings and build the conceptual framework.
Reframed self-gifting motivations beyond standard notions of personal reward or indulgence.
Characterized self-gifting across four dimensions: environmental context (spatiality), tangible and experiential qualities (materiality), affective resonance (emotionality), and evolution across life stages (temporality).

Cite This Study

Kapoor et al. (2026) studied this question.

synapsesocial.com/papers/6a9bd4126b95aff0620eb68b https://doi.org/10.1108/qmr-01-2026-0010

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Implication

Theory synthesis uncovers multidimensional drivers of self-gifting in consumers, suggesting behaviors extend far beyond simple reward and indulgence.

Reframing self-gifting: through the lens of spatiality, materiality, emotionality and temporality

Discussion

Member takes

Implication

Key Points

Cite This Study

Reframing self-gifting: through the lens of spatiality, materiality, emotionality and temporality

Discussion

Member takes

Implication

Key Points

Cite This Study

Also Consider

Also Consider