Do You Self-Gift for Therapy or as a Reward?

Do You Self-Gift for Therapy or as a Reward?

Experiments suggest that when buying gifts for themselves, shoppers (male or female) tend to choose feminine-seeming items such as slippers and lotions when the aim is to cheer themselves up but masculine-seeming items such as tools and pencils when attempting to reward themselves, says a team led by Suri Weisfeld-Spolter of Nova Southeastern University. The contrasting ideas of self-therapy and rewarding seem to suggest different gender identities, with the former priming a feminine identity and the latter priming a masculine identity, leading to the different choices of purchased items.59% of shoppers report engaging in self-gifting when shopping, the researchers say