A 25-item multidimensional scale measuring the motivational dimensions that drive self-gifting consumer behaviour (SGCB) — the act of purchasing products, services, or experiences as personally symbolic gifts for oneself. Developed through Churchill's (1979) scale development process, the scale encompasses seven theoretically grounded dimensions spanning reward, celebratory, hedonic, therapeutic motivation, negative mood reduction, positive mood reinforcement, and personal disappointment. The personal disappointment dimension is introduced for the first time in this scale, distinguishing immediate emotional responses from slower-moving negative mood states. Validated across two independent consumer samples using confirmatory factor analysis and structural equation modelling.
Mortimer, G., Bougoure, U. S., & Fazal-E-Hasan, S. (2015). Development and validation of the Self-Gifting Consumer Behaviour scale. Journal of Consumer Behaviour, 14(3), 165–179.
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