The Effects of Social Projection：Themoderating effect of attachment style on romantic gift-giving Behavior

• Main Authors: chia-ling lee, 李佳玲
• Other Authors: Yu-Chen Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/e2fc5q

碩士 === 東吳大學 === 企業管理學系 === 99 === Past many studies have discussed how can individuals, under uncertainty condition, make the optimal decisions? A gift-giving course, however, involves decision-making with uncertainty since the selection of gift should be based on receiver’s preferences. Because of a shortage of enough information about partners, people are inclined to depend on their own view to predict other’s preferences. Therefore, they usually make a suboptimal, or sometimes a bad gift-buying decision. . Most of the past consumer decision-making theories talk about how people buy for themselves. In fact, few researches on consumer’s decision-making consider the other’s preferences. The effects of prediction of other’s preferences on purchase decision are rarely investigated. Therefore, the study wishes to know: ? What are the antecedents that lead givers to predict receiver’s preferences depending on their own view? ? Different attachment styled person: how the receiver’s attitude toward love may affect the meaning of the gift received? The study uses social projection as main explanation paradigm to explain the phenomenon of wrong prediction for lover’s preferences. The findings show that the effects of power, self-disclosure and perception of gift-giving are insignificant. However, the directions of the effects of power and pleasure are in accordance with prediction. The effect of social projection on satisfaction is significant when moderating variables are taken into account. Social projection will happen when the receiver possesses avoidance and anxiety attachment style.