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首页> 外文期刊>Journal of Business Research >The thought that counts is the one we ignore: How givers overestimate the importance of relative gift value
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The thought that counts is the one we ignore: How givers overestimate the importance of relative gift value

机译：重要的是我们忽视的想法：赋予者如何高估相对礼品价值的重要性

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摘要

Gift-recipients typically receive multiple gifts in the same sitting, yet little is known about the impact of other gifts on givers' and recipients' evaluations of any one gift. Across 12 studies, we demonstrate that givers overestimate how much a recipient's liking of their (i.e., the giver's) gift [increases/decreases] when it compares [favorably/unfavorably] to other gifts. This appears to be driven by givers not appreciating that, for recipients, it is the thought that counts. However, this is not due to the roles givers and recipients assume; rather, it is driven by a self-other asymmetry, wherein all people involved focus on thoughtfulness but incorrectly believe others focus on relative gift value. As a result of this misconception, when givers know beforehand that others will be giving gifts that compare favorably to their own, they are more likely to spend additional money upgrading their gifts or even to skip the gift-giving occasion altogether.
机译：礼物收件人通常在同一坐骑获得多个礼物，但对于其他礼物对任何一个礼物的评估，其他礼物的影响很少。在12项研究中，我们展示了赋权者高估了收件人的喜好（即，给予者的）礼物[增加/减少]当它比较到其他礼物时。这似乎是由不欣赏的人推动的，因为接受者来说，这是思想的思考。但是，这不是由于职员和收件人假设的角色;相反，它是由自我其他不对称的驱动，其中所有人都关注了思想，而且错误地认为他人专注于相对礼品价值。由于这种误解，当送礼者事先知道其他人将赠送对自己的礼物，他们更有可能花费额外的钱升级他们的礼物，甚至完全跳过礼物赠送场合。

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