The impact of self‐construal and ethnicity on self‐gifting behaviors
研究用四维自我构念模型，比较英国四个族群（白人、印度裔、巴基斯坦裔、孟加拉裔）的自我赠礼行为差异，发现双文化型和西方型构念群体与传统型和疏离型构念群体在赠礼倾向、选择努力和事后情绪上显著不同。
Abstract This research extends the understanding of how self‐construal plays a role in our consumption behavior using self‐gifting as its context. By applying a four‐dimensional self‐construal model, we sought to examine differences in self‐gifting behaviors among the four self‐construal groups (i.e., Bicultural , Western , Traditional , and Alienated ), composed of participants from four ethnic groups in the UK (White, Indian, Pakistani, and Bangladeshi). The dependent variables included self‐gift propensity, self‐gift selection effort, and self‐gift post‐emotion. Our findings revealed significant differences in self‐gifting patterns among different self‐construal groups. Generally, the Bicultural and Western self‐construal groups are similar, but differ in self‐gifting behaviors from Traditional and Alienated self‐construal groups. We demonstrate how the four‐dimensional self‐construal model allows a more precise conceptualization of self‐construal and a more thorough investigation of cross‐cultural consumption patterns than does the two‐dimensional view.