Paper Title
When Givers are Receivers: Self-Gifting, Symbolic Consumption, and Value Co-Creation

Abstract
This study explores self-gifting as intrapersonal communication and symbolic consumption. Based on in-depth interviews with 25 participants across life stages, it identifies four key findings: self-gifting involves internal dialogue and justification; emotional intent outweighs material value; excessive self-gifting may lead to regret; and the most meaningful gifts reflect personal commitment. These insights suggest that self-gifting is not merely a purchase but a ritual of self-recognition. The findings offer strategic implications for emotional branding by encouraging brands to align with consumers’ inner narratives and life transitions. Keywords - Self-Gifting, Symbolic Consumption, Emotional Branding, Consumer Identity.