Abstract
The primary aim of this study is to assess the impact of gender and gender traits on self-gifting behaviour. The secondary aim is to examine whether certain variables predict differences: neuroticism, impulsivity and locus of control. An online sample of convenience was used consisting of 156 participants. A multiple regression returned a non-significant result on the impact of gender and gender traits on self-gifting behaviour. Independent sample t-tests were carried out on the three variables. These indicated statistically significant differences in Neuroticism scores and Therapy scores between females who plan and who impulse purchase. There were no significant differences in therapy scores between females with an internal and an external Locus of Control. Results indicate that consumers are not accessing specific gender traits when they self gift and that gender may not play as key a role in self-gifting behaviour as personality traits and impulsivity. Author Keywords: Self-gifting, gender, impulsivity, locus of
control, consumption
