Exploring Mood-Alleviative Self-Gifts And Regret: an analysis of consumer post-purchase behaviours
Loading...
URL
Journal Title
Journal ISSN
Volume Title
School of Business |
Bachelor's thesis
Unless otherwise stated, all rights belong to the author. You may download, display and print this publication for Your own personal use. Commercial use is prohibited.
Authors
Date
2023
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
53 + 6
Series
Abstract
Objectives This study aimed to achieve three main objectives. The first objective was to identify the different dimensions of mood-alleviative self-gifts. The second objective was to investigate the relationship between mood-alleviative self-gifts and post-purchase regrets. The final objective was to examine the relationship between the several types of regret and consumers' brand-switching and repurchase intentions. Summary This study aims to explore the behavior of consumers who engage in mood-alleviative self-gifting, which involves purchasing gifts for oneself to alleviate negative emotions. The purchase of such gifts in a negative mood state can lead to post-purchase regret. To investigate this phenomenon, the study utilized a descriptive approach and collected quantitative data through a survey that was distributed via various social media platforms. Conclusions The study found that mood-alleviative self-gifts had a positive relationship with various types of regrets. Moreover, some types of regrets were found to have a potential impact on consumers' brand-switching behavior and their likelihood to repurchase the same product. These findings have implications for marketing managers who need to understand how to retain customers who engage in mood-alleviative self-gifts and reduce their likelihood of experiencing regrets.Description
Thesis advisor
Mota, MarcioKeywords
self-gifts, mood-alleviative, post-purchase regret, brand-switching, repurchase intention