Focusing on the New Zealand market, this dissertation examines the role of affective, motivational, and demographic factors in influencing consumers' decisions to purchase wine as a self-gift. Drawing on theories such as Self-Determination Theory, Affective Penetration Model and Consumer Engagement Theory, the study aims to understand how intrinsic and extrinsic motivations, affective states and demographic characteristics influence consumers' self-gifting behaviours when purchasing wine. Through quantitative analysis of the survey data, the study examines the criteria prioritised by different consumer groups when choosing self-gifting wines and the impact of positive and negative emotions on consumption and decision-making engagement.

The main findings suggest that while demographic characteristics such as age, gender and income influence self-gifting decisions, positive emotions do not significantly increase consumption. Instead, factors such as product familiarity and personal preference play a more critical role in consumer decision-making. This study highlights the complex interplay between emotional and motivational drivers, contributing to the existing literature on self-gifting and providing practical insights for marketers in the wine industry.