Examining The Effect of Death Anxiety on Consumer's Self-Gift Behavior: A Research in Kırıkkale Province

Abstract

Purpose – Individuals may shop or consumption for themselves with products and services they are interested in for purposes such as celebrating, rewarding themselves or relieving their frustrations. Although death anxiety is an emotion that can affect consumer behavior, there is limited evidence on its effect on self-gifting behavior. In this study, it is aimed to reveal the possible effect of death anxiety on self-gifting behavior. Design/methodology/approach – In this study, primary data were collected by online survey method in Kırıkkale province. A total of 336 surveys were conducted on participants selected by convenience method and the obtained data were analyzed and interpreted using SPSS statistical package program. Findings – As a result of the analysis of the data obtained; it was determined that death anxiety has a positive effect on individuals’ self-gifting behavior. Accordingly, death anxiety affects the dimensions of self-gifting behavior called mood reinforcement/enhancement, reward, disappointment relief and celebratory. It is hoped that the research findings will be useful for consumer behavior literature and marketers. Finally, research findings are interpreted and recommendations are made. Discusssion – The research findings, similar to the literature, show that death anxiety has an effect on consumption; and that it positively affects self-gift behaviors, which are a sub-area of consumption. It is evaluated that this behavior functions as a kind of coping mechanism with death. These results may help to better understand the effects of death anxiety on consumption behaviors.