パッケージの明度が返礼のための商品選択行動に及ぼす影響

－特性感謝・状態感謝に焦点を当てて－

抄録

The aim of this study was to determine the effects of packaging design elements on the product choice behavior for a reciprocal gift. The participants were 64 female university students who, after reading a scenario about receiving help, chose a reciprocal gift. The results of the experiment showed that in situations where state gratitude was weak, experimental participants with high trait gratitude chose a package with a lower colorimetric lightness of the figure of the package, i.e. with a heavier visual weight, when the burden on the helper was heavier. By contrast, this effect was also confirmed in the high state gratitude scenario among participants with low state gratitude. The study suggests that the match between the psychological weight of gratitude and the visual weight of the packaging may influence product choice, and that trait/state gratitude may be involved in this psychological process.