赠送带有明显烙印的礼物:内疚的作用

IF 8.6 2区 管理学 Q1 BUSINESS
Chiu-Chi Angela Chang, Ying-Ching Lin
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引用次数: 0

摘要

很少有研究探讨送礼者的情绪如何影响他们对礼物的选择,尤其是负面情绪。针对这一空白,本研究利用内疚、权力和规模之间的概念联系,探讨了内疚如何影响送礼。通过四项实验,我们证明,与处于对照条件下的送礼者相比,内疚的送礼者更倾向于选择显眼的品牌礼品--具有高度显眼的大型品牌标志的礼品。我们使用不同的情景和自传体回忆程序来激发内疚感,并使用各种品牌显眼度的操作方法来观察这种效应。我们发现,礼物所带来的权力感和权力恢复是造成这种结果的原因。此外,如果有罪的送礼者在送礼前采取了补偿行动来减轻自己的内疚感,那么他们对显眼品牌礼物的偏好就会降低。这项研究揭示了愧疚感在送礼情境中对消费者选择的新影响,拓展了我们对显性品牌使用的理解,为有关愧疚感、权力和显性消费的文献做出了贡献。这些发现对营销人员,尤其是在使用内疚感和推广显性品牌礼品方面具有实际意义。最后,我们提出了与积极情绪和礼品赠送中其他相关结果有关的未来研究方向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Giving a Conspicuously Branded Gift: The Role of Guilt

Scant research has explored how the emotions of gift-givers influence their gift selection, particularly negative emotions. Addressing this gap, this research examines how guilt impacts gift-giving, capitalizing on the conceptual link between guilt, power, and size. Through four experiments, we demonstrate that, compared with gift-givers in a control condition, guilty gift-givers are more likely to choose conspicuously branded gifts—items with highly noticeable, large brand logos. We observe this effect using different scenarios and the autobiographical recall procedure to elicit guilt, as well as a variety of operationalizations of brand conspicuousness. We find that the sense of power and power restoration provided by the gift account for the results. Moreover, the preference for a conspicuously branded gift diminishes when guilty gift-givers engage in reparative actions to alleviate their guilt prior to gift-giving. This research contributes to the literature on guilt, power, and conspicuous consumption by revealing a novel consequence of guilt on consumer choice in gift-giving contexts and expanding our understanding of conspicuous brand usage. The findings have practical implications for marketers, particularly in using guilt appeals and promoting conspicuously branded gifts. Finally, we suggest future research directions related to positive emotions and other outcomes of interest in gift-giving.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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