Exploring Self-Gifting Behaviour in Individuals Setting Physical Goals (2015)
Type of ContentTheses / Dissertations
Degree NameMaster of Commerce
PublisherUniversity of Canterbury. Department of Management, Marketing and Entrepreneurship
AuthorsVan Tongeren, Georgiashow all
The concepts of self-gifting and goal setting are combined in the context of physical activity, in order to investigate their impact on the likelihood to self-gift when setting physical goals. Mick and DeMoss’ original work on self-gifting is explored further in this investigation, with the utilisation of an exploratory, qualitative approach. Semi-structured interviews were conducted with women setting physical goals related to running, with findings from thematic analysis showing support for new concepts in this area. This includes the provision of new themes, namely ‘Pre-gifting’ (gifts purchased before goal outcome) and ‘Tools of the Trade’ (related to how items differ in significance between individuals). Seemingly, physical activities relate strongly to reward orientation in self-gifting behaviour, thus a conceptual model of self-gifting likelihood in a reward context in relation to the goal setting process is contributed. This is inclusive of the themes that emerge as influential on this process, showing the times at which self-gifting opportunities arise as individuals move through the goal setting process to eventual goal success, and the factors that influence this outcome. Consequently, areas are outlined that require further investigation, and a discussion of this concludes the chapters.