Anxious self-gifting as a compensatory consumption

Abstract

This thesis aims to develop new knowledge on anxious self-gift giving by describing processes where self-gifting is done as a compensatory consumption. Conversational interviews that dive deep into the experiences of anxious consumers form the foundation for the data analysis that is inspired by the Gioia method. The thesis identifies three processes that leads to self-gifting. These processes show that anxiety leads to an internal creation of the idea to self-gift. However, sometimes this idea is interfered by the consumer lacking selfesteem and self-worth, and or the gaze of important others. When anxiety is experienced, selfgifting can be used as a compensation that leads to reduced anxiety.