Self‐gifting and temporal selves: Insights from first‐time older motherhood

Abstract Prior literature has long established self‐gifts as a form of symbolic self‐communication that can be particularly meaningful and impactful for individuals to enhance self‐concept clarity and self‐definition during life transitions. However, little is known about how life transitions may bring about changes in the practices and meanings of self‐gifting. Drawing on individual interviews with 22 first‐time older mothers, this research uses temporal self‐appraisal theory as the theoretical lens and temporal landmarks as a sensitizing framework to explore how people's past, present, and future selves may unfold and interact in influencing their self‐gifting practices and meanings. Our findings contribute to a fuller understanding of the temporal nature of self‐gifting by highlighting the varying self‐gifting orientations that emerge from the interaction, reflecting changes in temporal self‐appraisals and how they enable a sense of self‐(dis)continuity for psychological well‐being. The temporal perspective of self‐gifts offers a theoretical framework for understanding how self‐gifts, a form of symbolic self‐communication, express, manage, or facilitate perceived self‐changes and the need for self‐continuity. The marketing implications and applications of the theoretical framework are also discussed.