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包裝不好的圣誕禮物更容易讓人接受

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2019年12月05日

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Christmas gifts are better received when they’re badly wrapped: study

研究:包裝不好的圣誕禮物更容易讓人接受

Slapping a nice bow on that last-minute gift of socks this Christmas won’t make it better — in fact, it will make it worse, according to a new study.

一項新的研究表明,在圣誕禮物襪子上打個漂亮的蝴蝶結(jié)不僅不會讓事情變得更好,反而會讓事情變得更糟。

Researchers at the University of Nevada found wrapping presents too neatly inflates the expectations of what’s inside — while doing a sloppy job actually helps the gift go over better.

內(nèi)華達大學的研究人員發(fā)現(xiàn),把禮物包裝得太整潔會使人對里面的東西期望過高。

“Our research found when gifts are wrapped neatly, and given to a friend, it raises the expectations of the gift inside, resulting in our friends liking the gift less,” marketing professor and study researcher Jessica Rixom said.

市場營銷學教授、研究人員杰西卡·里科瑟姆說:“我們的研究發(fā)現(xiàn),如果禮物包裝得很整齊,而且是送給朋友的,會提高禮物的內(nèi)在價值,導致朋友們更不喜歡禮物。”

“However, with sloppy wrapping, our friends set their expectations lower and will actually like the gift more,” Rixom added.

Rixom說:“然而,由于包裝草率,朋友們對禮物的期望值降低了,反而更喜歡禮物。”

包裝不好的圣誕禮物更容易讓人接受

The researchers made the surprising finding by studying a group of Miami Heat fans. Some were given mugs emblazoned with the team’s logo, while others received mugs featuring the Orlando Magic logo.

研究人員通過研究邁阿密熱火隊的球迷得出了這一驚人的發(fā)現(xiàn)。一些人得到印有球隊標志的馬克杯,另一些人得到印有奧蘭多魔術(shù)隊標志的馬克杯。

When a Magic mug was shoddily wrapped, the Heat fans still reported a positive response.

當一個魔術(shù)杯被粗劣地包裝起來時,熱隊的球迷們?nèi)匀唤o出了積極的回應。

The study, published in the Journal of Consumer Psychology, also found that bitter feelings over nicely wrapped gifts were likely to be worse when they came from a loved one rather than an acquaintance.

這項發(fā)表在《消費者心理學雜志》上的研究還發(fā)現(xiàn),當禮物包裝精美時,來自愛人而非熟人的感覺可能會更糟。

“This response happens because when you give a gift to a friend, they know where the relationship stands, so the wrapping serves as a cue about the gift inside,” Rixom said.

Rixom說:“之所以會有這種反應,是因為當你送禮物給朋友時,他們知道你們之間的關(guān)系,所以包裝可以作為禮物的暗示。”

“With an acquaintance … if a gift is wrapped neatly, it cues positive feelings about the relationship with the recipient and this spills over to the gift inside,” she added.

她補充說:“如果是熟人送的禮物,包裝得很整齊,會讓對方對你的關(guān)系產(chǎn)生積極的感覺,而這種感覺又會滲透到禮物里面。”



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