2024-12-18 バース大学
<関連情報>
- https://www.bath.ac.uk/announcements/personalised-gifts-create-lasting-emotional-connections-and-enhance-self-esteem-new-research/
- https://onlinelibrary.wiley.com/doi/full/10.1002/mar.22034
私のためにデザインしてくれたの?カスタマイズされたギフト交換における様々なプライド You designed that yourself for me? Vicarious pride in customized gift exchange
Marta Pizzetti, Diletta Acuti, Isabella Soscia, Michael Gibbert
Psychology & Marketing Published: 27 May 2024
DOI:https://doi.org/10.1002/mar.22034
Abstract
In four studies, we found that receiving a customized gift leads recipients to appreciate the gift more highly because of vicarious feelings of pride. This vicarious pride is the same feeling that the customizer experiences after having self-customized a product. In the first two experiments with real-life pairs of friends, vicarious pride was documented among recipients of customized gifts. The findings show that the relationship between customization and gift appreciation is mediated by vicarious pride. Study 3 and Study 4 replicate the results of the first series of experiments, and reveal the role of vicarious pride in enhancing state self-esteem and, in turn, gift appreciation. Study 4 also tests the effect of a relational variable (i.e., relationship anxiety) on this relationship. Specifically, relationship anxiety affects vicarious pride, and then consequently state self-esteem and gift appreciation, which are only enhanced by customization when the relationship is not anxious. As a practical implication, this research emphasizes the importance of communicating gift customization to gift recipients to enhance their gift experience and appreciation.
