当前位置: X-MOL 学术Journal of Retailing › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Picking Gifts for Picky People
Journal of Retailing ( IF 10.0 ) Pub Date : 2020-08-21 , DOI: 10.1016/j.jretai.2020.07.003
Andong Cheng , Margaret G. Meloy , Evan Polman

Shoppers report that 39% of their holiday gift-purchases are for someone “picky.” However, despite the ubiquity of shopping for picky people, little research has examined how people choose gifts for picky people. In the present research, we define the “picky gift recipient” as someone perceived to have narrow and unpredictable preferences, and we show how shopping for someone picky alters gift giving behavior. We find that although gift giving norms prescribe that gift givers spend effort, time, and money on gifts to strengthen their social ties, an exception to this rule occurs when a gift recipient is picky. When shopping for someone picky, givers believe that increasing their resources on a gift will not result in greater recipient-satisfaction with the gift itself—a lay belief that ultimately demotivates givers, causing them to spend fewer resources on picky people (even picky friends). That said, we find that consumers are more willing to spend money on superficial gift-features for picky people, such as professional wrapping, to “dress up” their gifts. Based on this preference, we developed and tested a novel promotion strategy that retailers could implement to recoup some of the lost spending by consumers who are shopping for picky people. In all, this research contributes to the literature on gift giving dynamics, and provides insights more broadly into how shoppers negotiate the burden of shopping for someone whom they anticipate will not like their choice.



中文翻译:

为挑剔的人挑选礼物

购物者报告说,他们 39% 的节日礼物购买是给“挑剔”的人的。然而,尽管为挑剔的人购物无处不在,但很少有研究调查人们如何为挑剔的人选择礼物。在目前的研究中,我们将“挑剔的礼物接受者”定义为被认为具有狭隘和不可预测的偏好的人,并且我们展示了为挑剔的人购物如何改变送礼行为。我们发现,虽然送礼规范规定送礼者在送礼上花费精力、时间和金钱来加强他们的社会联系,但当礼品接受者挑剔时,就会出现这个规则的例外。在为挑剔的人购物时,送礼者认为增加礼物的资源不会导致接受者对礼物本身的更大满意度——这种外行信念最终会削弱送礼者的积极性,导致他们在挑剔的人(甚至挑剔的朋友)上花费更少的资源。也就是说,我们发现消费者更愿意花钱为挑剔的人提供表面礼物功能,例如专业包装,以“装扮”他们的礼物。基于这种偏好,我们开发并测试了一种新颖的促销策略,零售商可以实施该策略来弥补为挑剔的人购物的消费者损失的部分支出。总而言之,这项研究对有关送礼动态的文献做出了贡献,并提供了更广泛的见解,了解购物者如何为他们预计不会喜欢他们选择的人协商购物负担。来“装扮”他们的礼物。基于这种偏好,我们开发并测试了一种新颖的促销策略,零售商可以实施该策略来弥补为挑剔的人购物的消费者损失的部分支出。总而言之,这项研究对有关送礼动态的文献做出了贡献,并提供了更广泛的见解,了解购物者如何为他们预计不会喜欢他们选择的人协商购物负担。来“装扮”他们的礼物。基于这种偏好,我们开发并测试了一种新颖的促销策略,零售商可以实施该策略来弥补为挑剔的人购物的消费者损失的部分支出。总而言之,这项研究对有关送礼动态的文献做出了贡献,并提供了更广泛的见解,了解购物者如何为他们预计不会喜欢他们选择的人协商购物负担。

更新日期:2020-08-21
down
wechat
bug