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Impacts of Efforts and Outcomes on Self-gifting Behavior



Akinori Ono, Ryohei Maeda, Bokyoung Park, Yuya Saruwatari, Kento Yamaguchi, and Rin Shimizu



This study develops a self-gifting intention model. The results show that reward self-gift behavior is caused by high amount of effort via the necessity of recovery as well as positive mood in success and that therapeutic self-gift behavior is caused by high amount of effort via negative mood in failure.



・Session Presenter, at Global Marketing Conference, Seoul, Korea 2012

・Selected to present at AMA Winter 2013 Marketing Educators' Conference, Las Vegas, USA 2013



Through competitive screenings, the research paper was selected to be presented in front of many researchers.



© 2014 - Rin Shimizu