22 Jun 2026
The gifting of self‑improvement products such as fitness programmes, educational tools, or productivity apps involves an inherent contradiction: the intention is to help, but the recipient may interpret it as “you think I’m not good enough,” potentially leading to embarrassment or even negative word of mouth. So, under what circumstances are people more willing to give such gifts? Research by Dr Daniel Hampson, Dr Wangshuai Wang, Dr Yang Lu at Xi’an Jiaotong-Liverpool University, and other collaborators, published in Psychology & Marketing (ABS 3, ABDC A, CAS 1), offers new insights into this question.
Through five experiments, the research team found that when people perceive themselves as financially better off than the recipient, their willingness to give self‑improvement gifts increase significantly. This process known as “downward comparison” can trigger feelings of compassion — by dint of people wanting to help a friend improve their situation. Furthermore, this effect becomes even stronger when the recipient is perceived as someone who prefers to solve problems independently, and when the brand’s messaging emphasises personal agency and autonomy.
From a practical perspective, this finding opens up new space for retail “gift ideas”. Self‑improvement products have the potential to stand alongside traditional gift themes such as celebration, love and gratitude. However, the key is that the gift must be presented in a supportive rather than judgmental way. The research points to two core levers: compassion and autonomy.
Marketers can design communication themes around “compassion” — gently highlighting differences in circumstances while emphasising care and support, rather than creating pressure or judgement. More importantly, messaging should emphasise autonomy: do not imply that the recipient “needs to be fixed”, but instead by positioning the product as a tool that empowers individuals to take charge of their own growth. By combining compassion with personal agency, self‑improvement gifts can truly become both respectful and meaningful.
About the researchers
Daniel Hampson earned his PhD from the University of Manchester in 2014. Under the supervision of Professor Peter McGoldrick, Daniel’s thesis explored the effects of the Great Recession on consumer psychology and behaviour. Subsequent published work examines various facets of the relationship between macroeconomic conditions and consumerism, including conspicuous consumption and domestic product purchases in Brazil, price consciousness and store disloyalty in the UK, and financial well-being and vulnerability in the US. Current research projects include examination of the relationship between consumer confidence and ethical consumption, and the effects of financial comparisons on the gifts that we buy for our friends. In addition to his primary research interest in economics and marketing, Daniel has collaborated with other scholars on a range of marketing and management subjects, including consumer incivility in the sharing economy, curatorial consumption in the context of vintage markets, intra-organizational knowledge hiding and sharing, and the relationship closeness paradox.
Dr Wangshuai Wang is an Associate Professor of Marketing in the International Business School Suzhou at Xi’an Jiaotong-Liverpool University. He obtained his PhD from Shanghai Jiaotong University in 2018. Prior to joining XJTLU, he was an Assistant Professor of Marketing at Shanghai University of International Business and Economics. His research interests are in the area of consumer psychology, with a special focus on compensatory consumption.
Dr Yang Lu is an Assistant Professor in Management and Information Systems at the International Business School Suzhou, Xi’an Jiaotong-Liverpool University. She serves as the Programme Director for BSc Information Management and Information Systems. She has also been recognised as an Honorary Associate PhD Supervisor at the University of Liverpool (UK) since 2021. She obtained her doctoral degree from Newcastle University (UK) with support from the David Goldman Scholarship.Her research area is human–computer/robot interaction and collaboration (HCI/HRI), with a particular focus on user acceptance of and interaction with advanced and emerging technologies within the overarching Internet of Things (IoT) paradigm, including embodied AI (EAI), humanoid robots, autonomous vehicles, and smart cities. Her research has been published in prestigious international journals such as Risk Analysis, Technological Forecasting and Social Change, Cities, Computers in Human Behaviour, and the Journal of Marketing Management
Psychology & Marketing publishes original research and review articles that apply psychological theories and techniques to the field of marketing. As an interdisciplinary journal, it serves scholars and practitioners in both psychology and marketing, encourages bold and innovative ideas, focuses on research contribution, and requires a high standard of methodological transparency in research design.
22 Jun 2026