Which purchase do I deserve? Understanding self-gift and purchase dimensions/Qual compra eu mereco? Compreendendo o autopresentear e as dimensoes da compra

Purpose: This study sought to compare the behavior of self-gifting among the purchase dimensions. Specifically, we sought to identify which type of purchase is preferable in this phenomenon and how the predecessor moment can regulate and boost the donation of appropriate gifts for themselves. Originality/value: This study differs from previous research by simultaneously comparing the purchase dimensions (material-experiential and ordinary-extraordinary) and the moments preceding the purchase in the act of self-gifting. The findings indicate that donating ordinary possessions is essential for realizing the symbolic self-communication of the consumer who gives himself. Design/methodology/approach: Two sequential experimental design studies between subjects were carried out, with a non-probabilistic sample of 414 respondents. Data were analyzed using analysis of variance (one-way ANOVA). Findings: The results showed that ordinary material purchases led to a greater attitude towards self-gift, even though the literature suggested that extraordinary experiential purchases were preferable. In sequence, the concept of proportionality indicates that individuals seek to give themselves a gift regardless of the moment before the purchase. Consumers regulate their self-gifting based on the previously lived moment. In ordinary predecessor events, individuals seek to reward themselves with ordinary purchases, while in landmark predecessor events, individuals seek to reward themselves with extraordinary purchases. Keywords: self-gift, experiential purchase, material purchase, purchase dimension, rewards Objetivo: Este estudo buscou comparar o comportamento de se autopresentear entre as dimensoes de compra. Especificamente, buscou-se identificar que tipo de compra e preferivel nesse fenomeno e como o momento antecessor pode regular e impulsionar a doacao de presentes apropriados para si. Originalidade/valor: Este estudo se diferencia de pesquisas anteriores ao comparar, simultaneamente, as dimensoes de compra (material-experiencial e ordinaria-extraordinaria) e os momentos antecessores a compra no ato de se autopresentear. Os achados apontam que a doacao de possessoes ordinarias e essencial para a realizado da autocomunicacao simbolica do consumidor que se autopresenteia. Des/gn/metodologia/abordagem: Foram realizados dois estudos sequenciais de desenho experimental between-subject, com uma amostra nao probabilistica de 414 respondentes ao todo. Os dados foram analisados