AN ESSAY ABOUT THE PSYCHOLOGY OF “I BOUGHT MY SOLITAIRE TO MYSELF”

Abstract

The purposes of this study are to analyze the self-gifting behavior of consumers and to identify if it differs between the consumers that have different purchasing styles. According to these purposes data were collected by internet and face to face interview from 441 consumers that are selected by judgment sampling. Factor, cluster and One-Way ANOVA analysis were applied to data. Participants were clustered and four cluster were identified named as unplanned consumers, regulars, chillies and devotees. Self-gifting behavior was termed in sustaining well-being, therapy, motivation, coping with losses and rewarding factors. According to these factors the differences between clusters are reviewed. The results show that devotees present self-gifting behavior more than all of three clusters and unplanned consumers follow them.