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溢价的心意：送礼者低估收礼者对溢价礼物的感动程度

The Thoughtfulness Premium: Gift-Givers Underestimate Recipients’ Gratification for Premium-priced Gifts

Psychology of China / 2025,7(9): 1116-1120 / 2025-09-17 12 2

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• Authors: 胡晓涵¹ 张晓宇²
• Information:

  1．曲阜师范大学心理学院，曲阜；
  2．高邮市朝阳学校，高邮

• Keywords:
  Misprediction; Gift-giving; Price premium; Gratification
  预测偏差; 礼物赠送; 溢价; 感动
• Abstract: Commodity prices in the market are dynamic, occasionally leading to premium pricing. Yet prior research has not examined attitudes toward purchasing or receiving such markup-priced items as gifts. Do individuals prefer to give or receive premium-priced gifts, and do these gifts elicit heightened gratitude? Our experimental study reveals that gift-givers systematically underestimate recipients’ gratification for premium-priced gifts, consequently favoring regularly priced alternatives at equivalent cost. Recipients, however, report significantly stronger gratitude when receiving premium-priced gifts. Prompting givers to contemplate their own preferences as recipients substantially mitigates this misprediction. This research advances misprediction literature in gift-giving contexts, clarifies the roles of motivated reasoning in such biases, and provides actionable strategies for selecting more satisfying gifts. 市场中商品的价格并非一成不变，有时会出现溢价情况。但以往研究并未探究商品价格波动时人们对将其作为礼物的态度。人们是否愿意送出或收到溢价的礼物，并会为这些礼物而感动呢？通过实验发现，送礼者会低估购买溢价商品作为礼物时收礼者的感动程度，并因此选择购买与溢价商品价格相同的原价商品作为礼物。但实际上，收礼者在收到溢价商品时反而会更加感动。提示送礼者思考自己作为收礼者时对礼物的偏好能够减弱这一偏差。本研究丰富了礼物赠送领域中的预测偏差研究，明确了动机性推理在偏差中的作用，并为送礼者送出更令人满意的礼物提供了方法指导。
• DOI: https://doi.org/10.35534/pc.0709181
• Cite: 胡晓涵, 张晓宇. (2025). 溢价的心意: 送礼者低估收礼者对溢价礼物的感动程度. 中国心理学前沿, 7 (9), 1116-1120.