{"title":"消费者何时偏好礼品包装上的视觉祝福框设计?人际距离的作用","authors":"Jun Ouyang, Kun Zhou","doi":"10.1002/cb.2375","DOIUrl":null,"url":null,"abstract":"Existing literature on gift‐giving mainly views gifts and blessings as intertwined into a single entity. Our research, however, has found that visual blessing frames—visual boundaries that encircle the blessing text—can separate blessings from gifts and emphasize the blessings, thereby satisfying givers who choose gifts for interpersonally distant recipients. Across three experiments (involving a total of 1228 participants) via the Credamo platform, we explored the interplay between visual blessing frames and giver‐recipient interpersonal distance on gift evaluation. Specifically, when choosing gifts for interpersonally distant recipients, givers favor gifts adorned with visual blessing frames over those without such designs; however, this effect is attenuated when choosing gifts for close recipients. Moreover, we demonstrate that this effect is driven by givers' perception that visual blessing frames strengthen blessings. These findings contribute to the existing body of knowledge on visual frames and gift‐giving, while also offering practical implications for gift packaging designers.","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2024-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"When consumers prefer visual blessing frame design on gift packaging: The role of interpersonal distance\",\"authors\":\"Jun Ouyang, Kun Zhou\",\"doi\":\"10.1002/cb.2375\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Existing literature on gift‐giving mainly views gifts and blessings as intertwined into a single entity. Our research, however, has found that visual blessing frames—visual boundaries that encircle the blessing text—can separate blessings from gifts and emphasize the blessings, thereby satisfying givers who choose gifts for interpersonally distant recipients. Across three experiments (involving a total of 1228 participants) via the Credamo platform, we explored the interplay between visual blessing frames and giver‐recipient interpersonal distance on gift evaluation. Specifically, when choosing gifts for interpersonally distant recipients, givers favor gifts adorned with visual blessing frames over those without such designs; however, this effect is attenuated when choosing gifts for close recipients. Moreover, we demonstrate that this effect is driven by givers' perception that visual blessing frames strengthen blessings. These findings contribute to the existing body of knowledge on visual frames and gift‐giving, while also offering practical implications for gift packaging designers.\",\"PeriodicalId\":48047,\"journal\":{\"name\":\"Journal of Consumer Behaviour\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2024-07-04\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Consumer Behaviour\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1002/cb.2375\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Behaviour","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1002/cb.2375","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
When consumers prefer visual blessing frame design on gift packaging: The role of interpersonal distance
Existing literature on gift‐giving mainly views gifts and blessings as intertwined into a single entity. Our research, however, has found that visual blessing frames—visual boundaries that encircle the blessing text—can separate blessings from gifts and emphasize the blessings, thereby satisfying givers who choose gifts for interpersonally distant recipients. Across three experiments (involving a total of 1228 participants) via the Credamo platform, we explored the interplay between visual blessing frames and giver‐recipient interpersonal distance on gift evaluation. Specifically, when choosing gifts for interpersonally distant recipients, givers favor gifts adorned with visual blessing frames over those without such designs; however, this effect is attenuated when choosing gifts for close recipients. Moreover, we demonstrate that this effect is driven by givers' perception that visual blessing frames strengthen blessings. These findings contribute to the existing body of knowledge on visual frames and gift‐giving, while also offering practical implications for gift packaging designers.
期刊介绍:
The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.