Reframing self-gifting: through the lens of spatiality, materiality, emotionality and temporality
Year: 2026
Type: article
Abstract: Purpose This paper aims to advance understanding of self-gifting by proposing a novel conceptualisation that brings together the dimensions of spatiality, materiality, emotionality and temporality. Design/methodology/approach A theory synthesis approach, combining a structured literature review, inductive coding and abductive reasoning, was used to integrate existing research and advance understanding of self-gifting. Findings The dimensions of spatiality, materiality, emotionality and temporality help reframe self-gifting beyond reward- or indulgence-based motivations. Spatiality highlights how various environments and atmospheres influence decisions, behaviours and experiences related to self-gifting. Materiality emphasises the tangible and experiential aspects of self-gifting. Emotionality presents the intrinsic worth and affective resonance associated with self-gifting. Temporality underscores how self-gifting evolves over time, shaped by life stages and transitions. Originality/value The four interconnected theoretical dimensions of spatiality, materiality, emotionality and temporality extend theorisation on self-gifting and provide scope for future research, enabling exploration of how consumers situate and pursue self-gifting within diverse contexts.
Authors: Vikram Kapoor, A. R. Shaheen Hosany
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7207624133