The person who dares to give the gift a 'smooth wrapping' will be pleased
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Market research conducted in 2019 shows that $ 15.1 billion (about 1,652.4 billion yen) is spent annually on gift wrap products worldwide, and many people are glittering wrapping You can see how they are concerned about wrapping gifts in neat wrapping. However, a new study focusing on consumer psychology has shown that it may be easier to be more comfortable with moderate wrapping.
Presentation Matters: The Effect of Wrapping Neatness on Gift Attitudes-Rixom--Journal of Consumer Psychology-Wiley Online Library
https://onlinelibrary.wiley.com/doi/full/10.1002/jcpy.1140
The science of gift wrapping explains why sloppy is better
https://theconversation.com/the-science-of-gift-wrapping-explains-why-sloppy-is-better-128506
A group of researchers such as Eric Mas, who studies consumer behavior at the University of Vanderbilt in Nashville, Tennessee, examined the psychological effects that gift packaging has on the hands in three experiments. In the first experiment, 180 university students were gathered to cooperate in the dummy experiment and presented with a mug with the logo of the professional basketball team belonging to the NBA as a token of gratitude.
In fact, all the university students who participated in this experiment were those who had been confirmed by previous studies to be fans of Miami Heat , a local basketball team. However, half of the mug contained the Miami Heat logo, while the other half contained the logo of the Orlando Heat rival team Orlando Magic . Also, half of the mugs were nicely wrapped, but the other half was nicely wrapped. After that, the participants opened the presents and evaluated how much they liked the presents, and the participants were wrapped up nicely even if the logo in the mug was not that of their favorite team It was said that they appreciated the food.
The research group gathered another participant and conducted a second experiment in an effort to find out why the moderate wrapping was more enjoyable. In the experiment, each participant first showed a picture of a beautiful wrapping and irresistible wrapping present and reported the 'expectation of the contents'. As a result, people who were able to show a beautiful wrapping gift naturally had higher expectations. After actually opening the present, a questionnaire about “whether the present was as expected” was conducted and the responses were tabulated. The presents used in this experiment were all earphones made by
From this, Mr. Mas said, “Beautiful wrapping raises the hurdles of presents, which can easily lead to disappointment. I don't expect it, so it may bring a nice surprise when I open it. '
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Finally, the research group conducted an experiment with 261 participants to see if the effect of moderate wrapping was affected by the relationship between the presenter and the recipient. In the last experiment, we asked participants to “imagine a secret gift exchange party” and randomly displayed pictures of beautiful wrapping and irresistible wrapping presents. In addition, half of the participants were informed that the present was from a close friend, and the other half was informed that the present was just from an acquaintance. After that, the contents of the present were released, and the participants evaluated whether they liked the present.
As a result, people who were informed that 'the present is from a close friend' tended to appreciate the gift of a moderate wrapping rather than a beautiful wrapping. On the other hand, those who were informed that they were 'just from acquaintances' highly appreciated those who were wrapped beautifully. From this result, Mr. Mas said, “When giving presents to friends and family during this holiday season, you should wrap them appropriately to save money and effort. When giving presents, it would be better to wrap them with a beautiful crease wrapping paper and a gorgeous ribbon. '
Mr. Mas further added, “I will keep this experimental result deeply in mind, and from now on I will wrap it up and down when giving it to my wife. “It ’s the dimension.”
In addition, in December 2008, more than 10 years before this experiment was conducted, the `` No Packing '' service that wraps gifts darely started, and `` No Packing Option '' is selected even at the time of article creation It is possible.
`` No use packing '' service to wrap gifts in a mess-gigazine
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