Female self-gifts buying behaviour: impulse purchase and product involvement

This research examines the effect of product involvement on impulse buying behaviour for self-gifts. An experiment based on a factorial design was conducted among 152 females. Product involvement and self-gift giving context were manipulated by using two scenarios. The dependent variable of impulse buying behaviour was measured with a 6-item impulsivity scale. Results indicate that impulse self-gifting is likely to happen when consumers want to reward themselves after a success. Impulse buying tendency is found to be the best predictor for impulse self-gifting. The higher the level of product involvement is the more impulsive the purchase of a self-gift