[Marketing] 구민정 교수 - Remember Me, Will You?: Overusing Material Gifts for Interpersonal Memory Management
- SKKGSB
- Hit1554
- 2022-04-12
Area | Marketing | |
---|---|---|
Faculty | Koo, Minjung (구민정) | |
Journal | Journal of Consumer Psychology | |
Title | Remember Me, Will You?: Overusing Material Gifts for Interpersonal Memory Management |
SKK GSB 구민정 교수의 논문 Remember Me, Will You?: Overusing Material Gifts for Interpersonal Memory Management가 소비자 심리학 저널 'Journal of Consumer Psychology'에 게재 수락되었다. 본 논문의 주요 내용은 다음과 같다.
Abstract
Six experiments (N=2,350) uncover a prevalent giver–recipient preference discrepancy: gift givers prefer giving material gifts (vs. experiential gifts) more than gift-recipients prefer to receive them.
The experiments reveal congruent evidence that a mnemonic gifting strategy underlies this preference discrepancy. Givers are more likely than recipients to consider the memory consequences of gift options, as givers intuitively use material gifts as interpersonal mnemonic devices to facilitate the recipient’s retrieval of giver-related memories. As such, this preference discrepancy occurs in various stages of developing relationships but is mitigated in very close relationships.
In addition, two theoretical moderators are identified: the preference discrepancy disappears when the gift would be associated with an unpleasant occasion (instead of a pleasant one), and when the giver and recipient expect an incidental increase in future interactions. This research reveals an interpersonal memory-management motive that underlies the miscalibrated gift choices, and bridges prior findings on material and experiential gifts. These findings also offer insights for consumers and marketers to mitigate miscalibrated choices and their perverse economic and relationship consequences.
Keywords
Gift giving, material versus experiential gifts, mnemonic gifting strategy, interpersonal mnemonic device, miscalibrated gift choices.