ABSTRACT
As demonstrated by its name and definition, one of the dominant aspects of self-gifting consumer behavior is the focus on the self. The concept of the self is recognized to be multidimensional; however, these multiple selves are not always consistent. Japanese women possess multiple selves: soto (outside; social selves) versus uchi (inside; “hidden true self"). This chapter aims to explore the role of romantic self-gifting for these multiple selves and argues that a romantic self-gift is a gift to the “hidden true self” for Japanese women.
