本文以規範焦點理論作為研究架構，探討存在於送禮者與收禮者間對禮物偏好的不對稱性成因。針對送禮活動中參與人評價禮物所隱含的內在心態與動機，我們指出送禮者具有極大化利益與理想我的表達；收禮者則具有極小化損失與應當我的表達。透過三個實驗，我們驗證了送禮與收禮的在送禮活動裡分別會誘發促進焦點與預防焦點的心理導向。此外，藉由促進與預防焦點之禮品訊息，以及渴望與警惕的選禮策略的應用，相同的禮品在不同的行銷手法操作下，禮品的評價結果將由送收禮者是否達到規範適配來決定。最後，我們也證明了此適配效果的潛在機制來自於規範焦點傾向的中介效果。本文將討論研究所發現的意涵，並提出未來值得探索的研究方向。

By using regulatory focus theory as a foundation, the present research probes into the asymmetry of gift evaluation between gift-giver and -receiver. We posit that givers are gain maximizers and ideal-self-oriented, however on the contrary, receivers are loss minimizers and ought-self-oriented, which in turn lead them to be promotion- and prevention-focused, respectively. Based on the psychological mind-sets and motiva-tion of participants in gift-giving activity, results from three studies support this prop-osition. Furthermore, under the employment of regulatory focus message framing and strategy, we demonstrate that the gift evaluations of the identical gift given by both giver and receiver are inconsistent and contingent on the congruence inherent in regu-latory fit. Finally, while facing different marketing tools, the underlying mechanism responsible for the relation of gift-giving roles and gift evaluation is found to be self-regulatory inclination. We discuss the implications of our findings and suggest areas worthy of further research.

Aaker, Jennifer L and Angela Y. Lee (2001), “‘I’ Seek Pleasures and ‘We’ Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion,” Journal of Consumer Research, 28 (1), 33–49.
Antón, Carmen, Carmen Camarero, and Fernando Gil (2014), “The Culture of Gift Giving: What do Consumers Expect from Commercial and Personal Contexts?” Journal of Consumer Behaviour, 13 (1), 31–41.
Avnet, Tamar and E. Tory Higgins (2006) “Response to Comments on ‘How Regula-tory Fit Affects Value in Consumer Choices and Opinions’,” Journal of Market-ing Research, 43 (1), 24–27.
Baron, Reuben M. and David A. Kenny (1986), “The Moderator–Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statisti-cal Considerations,” Journal of Personality and Social Psychology, 51 (6), 1173–1182.
Baskin, Ernest, Cherl J. Wakslak, Yaacov Trope, and Nathan Novemsky (2014), “Why Feasibility Matters More to Gift Receivers than to Givers: A Construal-Level Approach to Gift Giving,” Journal of Consumer Research, 41 (1), 169–182.
Belk, Russell W. (1976), “It's the Thought that Counts: A Signed Digraph Analysis of Gift-Giving,” Journal of Consumer Research, 3 (3), 155–162.
Belk, Russell W. (1979), “Gift-Giving Behavior,” Research in Marketing, Volume 2, ed. Jagdish Sheth, Greenwich, CT: JAI Press, 95–126.
Belk, Russell W. (1982), “Effects of Gift Giving Involvement on Gift Selection Strategies,” in Advances in Consumer Research, Vol 9, ed. Andrew Mitchell, Ann Arbor, MI: Association for Consumer Research, 408–412.
Belk, Russell W. and Gregory S. Coon (1993), “Gift Giving as Agapic Love: An Al-ternative to the Exchange Paradigm Based on Dating Experiences,” Journal of Consumer Research, 20 (3), 393–417.
Chernev, Alexander (2004), “Goal-Attribute Compatibility in Consumer Choice,” Journal of Consumer Psychology, 14 (1), 141–150.
Crowe, Ellen, and E. Tory Higgins (1997), “Regulatory Focus and Strategic Inclina-tions: Promotion and Prevention in Decision-Making,” Organizational Behavior and Human Decision Processes, 69 (2), 117–132.
Davies, Gary, Susan Whelan, Anthony Foley, and Margaret Walsh (2010), “Gifts and Gifting,” International Journal of Management Reviews, 12 (4), 413–434.
Flynn, Francis J. and Gabrielle S. Adams (2009), “Money can’t Buy Love: Asymmet-ric Beliefs about Gift Price and Feelings of Appreciation,” Journal of Experi-mental Social Psychology, 45 (2), 404–409.
Freitas, Antonio L. and E. Tory Higgins (2002), “Enjoying Goal-Directed Action: The Role of Regulatory Fit,” Psychological Science, 13 (1), 1–6.
Freitas, Antonio L., Peter Salovey, and Nira Liberman (2001), “Abstract and Concrete Self-Evaluative Goals,” Journal of Personality and Social Psychology, 80 (3), 410–424.
Garner, Thesia I. and Janet Wagner (1991), “Economic Dimensions of Household Gift Giving,” Journal of Consumer Research, 18 (3), 368–379.
Gino, Francesca and Francis J. Flynn (2011), “Give Them What They Want: The Ben-efits of Explicitness in Gift Exchange,” Journal of Experimental Social Psychol-ogy, 47 (5), 915–922.
Gouldner, Alvin W. (1960), “The Norm of Reciprocity: A Preliminary Statement,” American Sociological Review, 25, 161–178.
Higgins, E. Tory (1987), “Self-Discrepancy: A Theory Relating Self and Affect,” Psychological Review, 94 (3), 319–340.
Higgins, E. Tory (1997), “Beyond Pleasure and Pain,” American Psychologist, 52 (12), 1280–1300.
Higgins, E. Tory (2000), “Making a Good Decision: Value from Fit,” American Psy-chologist, 55 (11), 1217–1230.
Higgins, E. Tory (2002), “How Self-Regulation Creates Distinct Values: The Case of Promotion and Prevention Decision Making,” Journal of Consumer Psychology, 12 (3), 177–191.
Higgins, E. Tory, Christopher J. Roney, Ellen Crowe, Charles Hymes (1994), “Ideal versus Ought Predilections for Approach and Avoidance Distinct Self-Regulatory Systems,” Journal of Personality and Social Psychology, 66 (2), 276–286.
Higgins, E. Tory, Lorraine Chen Idson, Antonio L. Freitas, Scott Spiegel, and Daniel C. Molden (2003), “Transfer of Value from Fit,” Journal of Personality and So-cial Psychology, 84 (6), 1140–1153.
Idson, Lorraine Chen, Nira Liberman, and E. Tory Higgins (2000), “Distinguishing Gains from Nonlosses and Losses from Nongains: A Regulatory Focus Perspec-tive on Hedonic Intensity,” Journal of Experimental Social Psychology, 36 (3), 252–274.
Joy, Annamma (2001), “Gift Giving in Hong Kong and the Continuum of Social Ties,” Journal of Consumer Research, 28 (2), 239–256.
Kray, Laura J. (2000), “Contingent Weighting in Self-Other Decision Making,” Or-ganizational Behavior and Human Decision Processes, 83 (1), 82–106.
Lalwani, Ashok K., L. J. Shrum, and Chi-Yue Chiu (2009), “Motivated Response Styles: The Role of Cultural Values, Regulatory Focus, and Self-Consciousness in Socially Desirable Responding,” Journal of Personality and Social Psychology, 96 (4), 870–882.
Lee, Angela Y., Punam Anand Keller, and Brian Sternthal (2010), “Value from Regu-latory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness,” Journal of Consumer Research, 36 (5), 735–747.
Liberman, Nira, Lorraine C. Idson, Christopher J. Camacho, and E. Tory Higgins (1999), “Promotion and Prevention Choices between Stability and Change,” Journal of Personality and Social Psychology, 77 (6), 1135–1145.
Micu, Camelia C and Tilottama G. Chowdhury (2010), “The Effect of Message's Regulatory Focus and Product Type on Persuasion,” Journal of Marketing Theory and Practice, 18 (2), 181–190.
Mogilner, Cassie, Jennifer L. Aaker, and Ginger L. Pennington (2008), “Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention,” Journal of Consumer Research, 34 (5), 670–681.
Nguyen, Hieu P., and James M. Munch (2011), “Romantic Gift Giving as Chore or Pleasure: The Effects of Attachment Orientations on Gift Giving Perceptions,” Journal of Business Research, 64 (2), 113–118.
Otnes, Cele, Tina M. Lowrey, and Young Chan Kim (1993), “Gift Selection for Easy and Difficult Recipients: A Social Roles Interpretation,” Journal of Consumer Research, 20 (2), 229–244.
Poe, Donald B. (1977), “The Giving of Gifts: Anthropological Data and Social Psy-chological Theory,” Cornell Journal of Social Relations, 12 (Spring), 47–63.
Preacher, Kristopher J. and Andrew F. Hayes (2004), “SPSS and SAS Procedures for Estimating Indirect Effects in Simple Mediation Models,” Behavior Research Methods, 36 (4), 717–731.
Rossiter, John R., Larry Percy and Robert J. Donovan (1991), "A Better Advertising Planning Grid," Journal of Advertising Research, 31(5), 11–21.
Schwartz, Barry (1967), “The Social Psychology of the Gift,” American Journal of Sociology, 73 (1), 1–11.
Sherry, John F. (1983), “Gift Giving in Anthropological Perspective,” Journal of Con-sumer Research, 10 (2), 157–168.
Sherry, John F., Mary Ann McGrath, and Sidney J. Levy (1993), “The Dark Side of the Gift,” Journal of Business Research, 28 (3), 225–244.
Trope, Yaacov and Nira Liberman (2010), “Construal-Level Theory of Psychological Distance,” Psychological Review, 117 (2), 440–463.
Wang, Jing and Angela Y. Lee (2006), “The Role of Regulatory Focus in Preference Construction,” Journal of Marketing Research, 43 (1), 28–38.
Ward, Morgan K. and Susan M. Broniarczyk (2011), “It’s Not Me, It’s You: How Gift Giving Creates Giver Identity Threat as a Function of Social Closeness,” Journal of Consumer Research, 38 (1), 164–181.
Werth, Lioba and Jens Foerster (2007), “How Regulatory Focus Influences Consumer Behavior,” European Journal of Social Psychology, 37 (1), 33–51.
Wooten, David B. (2000), “Qualitative Steps toward an Expanded Model of Anxiety in Gift-Giving,” Journal of Consumer Research, 27 (1), 84–95.
Zhou, Rongrong and Michel Tuan Pham (2004), “Promotion and Prevention across Mental Accounts: When Financial Products Dictate Consumers’ Investment Goals," Journal of Consumer Research, 31 (1), 125–135.