A unique study exploring popular ways to "self‑gift" has found that ordering a takeaway meal is a preferred treat regardless of whether people have had a good or a bad day at work.
Published in the journal Frontiers in Psychology and led by Dr Suzanna Forwood and Dr Annelie Harvey of Anglia Ruskin University (ARU), the research is the first to compare how likely people are to choose a range of food and non-food options for both self-reward and self-consolation.
The study involved 280 UK participants who were randomly assigned to imagine either a good, bad or average day at work. They were then asked to report whether they would indulge in five different self-gifting options: an alcoholic drink; a takeaway; a chocolate bar; a bubble bath, and an online shopping spree.
The results reveal that participants imagining a bad day at work, and therefore looking to console themselves, were significantly more likely to treat themselves to takeaway food, an alcoholic drink, a bubble bath or a chocolate bar compared to participants imagining an average day at work.
Ordering a takeaway meal, however, was the only self-gifting treat that satisfied both a motivation to self-reward, following a good day at work, and self-console, following a bad day at work. As takeaway meals are typically less healthy than home‑cooked food, this finding has public health implications as emotional self‑gifting may influence dietary health.
The research also suggests that people don't consider an online shopping spree to be a treat, with those in the control group, who imagined an average day at work, equally as likely to engage in online shopping as those who had a good or bad day.
A self-gift is defined as a special indulgence for intentional pleasure, and it could be that online shopping is now such an everyday occurrence that people consider it routine.
When analysing the results, the researchers controlled for factors such as participants' self-esteem and demographic variables such as age and gender, as previous research has shown that younger people and females are more likely to self-gift. Responses from people who indicated they would never typically take part in particular self-gifting options were also filtered out.
Co-lead author of the study Dr Suzanna Forwood , Director of the Research Centre for Better Living at Anglia Ruskin University (ARU) , said: "We know that we're motivated to self-gift either to reward ourselves for successes or as therapy to console ourselves following setbacks. Understanding these behaviours is important, particularly from a public health perspective, as managing our mental health on a daily basis is a valuable part of living well.
"Self-gifting can include a whole range of activities, from consuming food and drink, to engaging in sensory experiences such as bathing, reading or listening to music, or taking part in exercise and sport. While all of these can meet our emotional needs, they have varied effects on our health and physical wellbeing.
"Although our study only looked at five specific behaviours, in real life everyone will have a personal preference and it's possible to opt for something that's good for your physical health as well as your mental health.
"Some options in our study provide clear benefits for self‑care, but others carry health risks. Consuming takeaways, chocolate bars and alcoholic drinks increases our intake of calories, sugar, salt and alcohol – all of which contribute to health challenges.
"The popularity of takeaway food may reflect a double benefit. The takeaway combines the indulgence of a desired meal with removing the daily chore of preparing and cooking dinner. For many, that combination may feel particularly appealing after either a successful or a difficult day at work."
