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

IF 4.4 3区 管理学 Q2 BUSINESS Journal of Consumer Behaviour Pub Date : 2024-07-04 DOI:10.1002/cb.2375
Jun Ouyang, Kun Zhou
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引用次数: 0

摘要

现有的送礼文献主要将礼物和祝福视为一个整体。然而,我们的研究发现,视觉祝福框架--环绕祝福文字的视觉边界--可以将祝福与礼物区分开来,并强调祝福,从而满足那些为人际关系疏远的收礼人选择礼物的送礼人的需求。我们通过 Credamo 平台进行了三次实验(共涉及 1228 名参与者),探讨了视觉祝福框架和送礼者与收礼者之间的人际距离对礼物评价的相互影响。具体地说,在为人际距离较远的收礼人选择礼物时,送礼人更青睐有视觉祝福框装饰的礼物,而不是没有这种设计的礼物;但是,在为关系密切的收礼人选择礼物时,这种效应就会减弱。此外,我们还证明了这种效应是由送礼者认为视觉祝福框会加强祝福的感知所驱动的。这些发现为现有的视觉框架和礼品赠送知识体系做出了贡献,同时也为礼品包装设计者提供了实际意义。
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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.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
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.
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