以送禮者或收禮者為中心的禮物：自我建構的角色

Giver-Centric or Recipient-Centric Gifts: The Role of Self-Construal

自我建構是影響送禮偏好的一個關鍵。本文檢測自我建構和禮物類型對送禮者購買意願及收禮者偏好的交互效果。具相依自我的送禮者購買以收禮者為中心的禮物的可能性，高於以送禮者為中心的禮物；具獨立自我的送禮者無此差異（實驗1）。此作用只發生在送與收禮者的關係弱時（實驗2）。對義務性送禮，獨立自我的送禮者傾向購買以送禮者為中心的禮物（實驗3）。由收禮者來看，相依自我的收禮者對於兩種類型禮物的偏好沒有差異，而獨立自我的收禮者偏好以收禮者為中心的禮物（實驗4），此效果被體貼程度所中介（實驗4）。相依和獨立自我的收禮者有被徵詢過時，都偏好獲得以收禮者為中心的禮物，且此效果對獨立自我的收禮者更為強烈（實驗5）。

In gift-giving, will people like to give/receive something that reflects themselves? We proposed a critical factor of self-construal. Using five studies, this research examines the interaction effects of self-construal and gift type on givers' purchase intentions as well as on recipients' preferences. Interdependent-self givers are more likely to buy recipient-centric (vs. giver-centric) gifts while independent-self givers have equal purchase intentions for both types of gifts (study 1). This interaction effect holds only for the case when givers have weak ties with receivers, not for the case when the tie strength is strong (study 2). Moreover, when independent-self givers feel obligated, they tend to buy giver-centric (vs. recipient-centric) gifts (study 3). From the receivers, interdependent-self recipients have equal preferences for both types of gifts, while independent-self recipients prefer receiving recipient-centric (vs. giver-centric) gifts (study 4) and this effect is mediated by thoughtfulness (study 4). In addition, if the gift is solicited, both interdependent-self and independent-self recipients have higher preferences for recipient-centric (vs. giver-centric) gifts, but the effect in independent-self recipient is stronger (study 5).