包裝不好的圣誕禮物更容易讓人接受

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(xiàng)新的研究表明，在圣誕禮物襪子上打個(gè)漂亮的蝴蝶結(jié)不僅不會(huì)讓事情變得更好，反而會(huì)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(dá)大學(xué)的研究人員發(fā)現(xiàn)，把禮物包裝得太整潔會(huì)使人對(duì)里面的東西期望過(guò)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(chǎng)營(yíng)銷學(xué)教授、研究人員杰西卡·里科瑟姆說(shuō):“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(huì)提高禮物的內(nèi)在價(jià)值，導(dǎo)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(shuō):“然而，由于包裝草率，朋友們對(duì)禮物的期望值降低了，反而更喜歡禮物。”

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(guò)研究邁阿密熱火隊(duì)的球迷得出了這一驚人的發(fā)現(xiàn)。一些人得到印有球隊(duì)標(biāo)志的馬克杯，另一些人得到印有奧蘭多魔術(shù)隊(duì)標(biāo)志的馬克杯。

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

當(dāng)一個(gè)魔術(shù)杯被粗劣地包裝起來(lái)時(shí)，熱隊(duì)的球迷們?nèi)匀唤o出了積極的回應(yīng)。

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(xiàng)發(fā)表在《消費(fèi)者心理學(xué)雜志》上的研究還發(fā)現(xiàn)，當(dāng)禮物包裝精美時(shí)，來(lái)自愛人而非熟人的感覺可能會(huì)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(shuō):“之所以會(huì)有這種反應(yīng)，是因?yàn)楫?dāng)你送禮物給朋友時(shí)，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(bǔ)充說(shuō):“如果是熟人送的禮物，包裝得很整齊，會(huì)讓對(duì)方對(duì)你的關(guān)系產(chǎn)生積極的感覺，而這種感覺又會(huì)滲透到禮物里面。”