政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/156516

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 115393/146433 (79%)
Visitors : 54901265 Online Users : 305

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 傳播學院 > 期刊論文 > Item 140.119/156516

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/156516

Title:	Giving a Conspicuously Branded Gift: The Role of Guilt
Authors:	林穎青 Lin, Ying-Ching;Chang, Chiu-Chi Angela
Contributors:	傳播學院
Keywords:	brand conspicuousness;gift-giving;guilt;power
Date:	2024-09
Issue Date:	2025-04-14 09:24:03 (UTC+8)
Abstract:	Scant research has explored how the emotions of gift-givers influence their gift selection, particularly negative emotions. Addressing this gap, this research examines how guilt impacts gift-giving, capitalizing on the conceptual link between guilt, power, and size. Through four experiments, we demonstrate that, compared with gift-givers in a control condition, guilty gift-givers are more likely to choose conspicuously branded gifts—items with highly noticeable, large brand logos. We observe this effect using different scenarios and the autobiographical recall procedure to elicit guilt, as well as a variety of operationalizations of brand conspicuousness. We find that the sense of power and power restoration provided by the gift account for the results. Moreover, the preference for a conspicuously branded gift diminishes when guilty gift-givers engage in reparative actions to alleviate their guilt prior to gift-giving. This research contributes to the literature on guilt, power, and conspicuous consumption by revealing a novel consequence of guilt on consumer choice in gift-giving contexts and expanding our understanding of conspicuous brand usage. The findings have practical implications for marketers, particularly in using guilt appeals and promoting conspicuously branded gifts. Finally, we suggest future research directions related to positive emotions and other outcomes of interest in gift-giving.
Relation:	International Journal of Consumer Studies, Vol.48, No.5, e13090
Data Type:	article
DOI 連結:	https://doi.org/10.1111/ijcs.13090
DOI:	10.1111/ijcs.13090
Appears in Collections:	[傳播學院] 期刊論文

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	8	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...