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We aim to ascertain whether and how an individual’s social comparison affects their self-gifting motivations (SGMs).

We survey a North American sample comprising 619 Canadian and US respondents. We apply partial least squares structural equation modeling (PLS-SEM) to examine relationships between social comparison, attachment orientation, parenthood, and self-gifting motivations.

We find that social comparison positively impacts self-gifting motivations. Additionally, we find that attachment orientation and parenthood can moderate social comparison’s impact on positively valenced SGMs and negatively valenced SGMs, respectively.

We elevate and expand existing scholarship on consumers’ self-gifting. Through the current study, we contribute new, empirical evidence illuminating how individuals’ attachment orientation (i.e. secure v. insecure) and parenthood status (i.e. parent v. non-parent) serve as agency-oriented moderators to temper social comparison’s influences on SGMs.

Extant research suggests that consumers value the pursuit, attainment and retention of income security and financial well-being (FWB). The authors aim to expand the relevant literature by examining how consumers' psychosocial characteristics affect and are affected by the pursuit of those objectives.

The authors utilize partial least squares structural equation modeling (PLS-SEM) to evaluate the authors' hypotheses based on a sample of USA and Canadian consumers (n = 619).

The authors' PLS-SEM results provide support for the authors' hypotheses, indicating that individuals' insecure attachments – anxious and avoidant – relate negatively to their income security and FWB. The authors' results also show that these two desirable states relate positively to individuals' undesirable state of social loneliness.

The authors' methodology and findings illuminate the positioning of psychosocial factors as antecedents to and outcomes of income security and FWB. This research also provides a basis for understanding the linear vs curvilinear influences of income security on an individual’s social life.

In the present empirical study, the authors present a rare empirical examination of individuals' income security and FWB as outcomes of their psychosocial profile vis-à-vis insecure attachments. Drawing on established psychometric scales, this study expands the consumer psychology and FWB literature, showing significant linkages between insecure attachments, income security, FWB and social loneliness.