礼物何以传递爱意:便利型与合意型礼物对择偶交往意愿的影响  

How gifts convey love?The influence of feasible and desirable gifts on mating intention

作　　者：李世豪 栾墨 李虹[2] 符国群[3] LI Shihao;LUAN Mo;LI Hong;FU Guoqun(International School of Business,Univerasity of International Business and Economics,Beijing 100029,China;Department of Psychology,Tsingua University,Beijing 100084,China;Guanghua School of Management,Peking University,Beijing 100871,China)

机构地区：[1]对外经济贸易大学国际商学院,北京100029 [2]清华大学心理与认知科学系,北京100084 [3]北京大学光华管理学院,北京100871

出　　处：《心理学报》2024年第11期1524-1540,共17页Acta Psychologica Sinica

基　　金：国家自然科学基金项目(72202036,72102038,71632001,32371124)。

摘　　要：择偶是重要的研究话题,礼物又是择偶中传递信息与感情的重要媒介。本研究从礼物的合意性和便利性出发,探讨了不同类型的礼物如何通过心理亲密感影响收礼者的择偶交往意愿。通过5项线上实验和1项基于真实恋爱交友活动的田野实验发现,收礼者收到便利型(vs.合意型)礼物时,会对送礼者表达出更高的交往意愿。这一影响通过收礼者感知到的与送礼者之间的心理亲密感中介实现,而消费过程(联合vs.单独)则在其中起到调节作用。本研究揭示了送礼行为如何影响个体的择偶交往意愿,为择偶研究提供了新的理论视角,同时为个体如何在择偶阶段送礼、企业如何开展礼物营销提供了实践启示。Mating behavior is an important research topic.Gift is a crucial medium for conveying information and intimacy.However,previous literature on mating behavior has rarely explored how gifts affect mating intention.Moreover,most previous studies on gift-giving have been limited to the influence of gifts on general interpersonal relationships,and rarely focused on mate selection or courtship situations.The current research examined the influence of gift category(feasible vs.desirable)on the recipient's mating intention and its inner psychological mechanism.The current research proposed that recipients would show higher mating intention for the wooer who sent the feasible gift(vs.desirable gift),because the feasible gift represents a higher level of psychological closeness between the gift giver and receiver.Joint(vs.separate)consumption moderates this effect.Across 6 studies,including one field study,our research provided empirical support for these predictions.Study 1 adopted a within-subject design,and 65 participants were recruited.Participants were first asked to imagine they were single and two wooers sent them two gifts on their birthday.They then saw two scenarios,a pen scenario and a shopping card scenario.In both two scenarios,two wooers sent feasible or desirable gifts,which were checked and chosen as stimuli by pre-study(N=48).The feasible pen was practical and easily portable but mediocre in aesthetics.The desirable pen was state of the art and fancy,but not very portable due to its weightiness.The feasible shopping card was for a 4-stars dessert shop,which was about a 5-min walk away.The desirable card was for a 5-stars dessert shop,which was about 1 hour drive away.After reading these materials,participants indicated their mating preference between the two gift givers.The results indicated that participants showed high mating intention for the gift-giver who sent feasible gift,both in pen and shopping card scenario.Study 2 was a one-factor(feasible vs.desirable gift)between-subject design(N=265).Partici

关 键 词：送礼 便利性与合意性 择偶交往意愿 心理亲密感 联合消费 

分 类 号：B849[哲学宗教—应用心理学] C91[哲学宗教—心理学]