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

Liu, C., Karanika, K., & Hogg, M. K. (2024). Psychology & Marketing, 41(9), 1934–1943. DOI: 10.1002/mar.22020.

Summary

Qualitative interviews with first-time older mothers examine how self-gifting and gift-giving carry meaning across a person's past, present, and future selves during the transition to parenthood -- a reminder that new parenthood is an identity change for the parent, not only a shopping occasion for the baby.

Key findings

Gifts and self-gifts during the transition to first-time older motherhood connect to a person's sense of their past, present, and future self.

GiftNav takeaway

When shopping for a new parent, consider a gift for the parent as a person (not only for the baby) -- their identity, recovery, hobbies, or relationships.

Limitations & cautions

Qualitative study of a specific population (first-time older mothers); findings may not generalize to all new parents.

Themes

Life Transitions & Milestone Gifting

Used in these research topics

What Research Says About Gifts for New Parents

Last reviewed September 14, 2026.

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