서강대학교

목차

List of Tables 7
List of figures 8
Abstract 10
Abstract (Korean) 11
1. Introduction 12
2. Theoretical background 17
2.1. Gift wish list 17
2.2. Self-construal, process- (vs. outcome-) focus, and gift wish list sharing intention 19
2.3. The moderating role of maximizing tendency 23
3. Study overview 25
4. Pilot study: Sharing gift wish lists and recipients’ mood 29
4.1. Method 30
4.2. Results 33
4.3. Discussion 36
5. Study 1A: Measuring self-construal and gift recipients’ wish list sharing intention 37
5.1. Method 38
5.2. Results 40
5.3. Discussion 41
6. Study 1B: Self-Construal manipulation and gift recipients’ wish list
sharing intention 42
6.1. Method 43
6.2. Results 46
6.3. Discussion 48
7. Study 2: The mediating role of process-focus on gift-receiving 49
7.1. Method 50
7.2. Results 52
7.3. Discussion 54
8. Study 3A: The moderating role of measured maximizing tendency 55
8.1. Method 56
8.2. Results 59
8.3. Discussion 63
9. Study 3B: The moderating role of manipulated maximizing tendency 64
9.1. Method 65
9.2. Results 69
9.3. Discussion 72
10. General discussion 73
10.1. Theoretical implications 75
10.2. Practical implications 77
10.3. Limitations and future research 79
References 80
Appendix A: Results without completion time-based exclusions (Pilot study) 89
Appendix B: Survey for Pilot study 90
Appendix C: Survey for Study 1A. 93
Appendix D: Survey for Study 1B 95
Appendix E: Survey for Study 2 97
Appendix F: Survey for Study 3A 99
Appendix G: Survey for Study 3B 102