The Effect of Self-Congruence and Styles of Thinking

• Main Authors: Hsin-Pei Chiang, 江欣蓓
• Other Authors: Shin-Shin Chang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/85194136827961827626

碩士 === 中原大學 === 企業管理研究所 === 105 === 　　The purpose of this study is to investigate the effect of self-congruence and styles of thinking on recipients’ appreciation to gifts. According to previous research, two hypotheses are proposed and conducted by experiments. Results show that the more self-congruence similarity between gifts and giver, the more recipients'' appreciation. Second, the higher the self-congruence of gift and giver, the higher recipients’ appreciation for analytic thinking individuals than holistic thinking individuals. Base on the result of this research, we hope to provide a reference to the giver when they choose the gift for others. So that the gift can be loved by the recipient and achieve effects of gift-giving. Moreover, we hope to offer useful information about the receiver’s tendency to help companies make a better marketing strategy.