Doctoral dissertation in Business Administration WHY WOMEN DESIRE CONSPICUOUS LUXURY ROMANTIC GIFTS? -THE MEDIATING ROLE OF “BEING LOVED” SOCIAL COMPARISON- Department of Business Administration, Major in Marketing Tran Thi Tuyet Supervised by Professor Choi, Jinmyung August, 2018 Graduate School of Daegu University WHY WOMEN DESIRE CONSPICUOUS LUXURY ROMANTIC GIFTS? -THE MEDIATING ROLE OF “BEING LOVED” SOCIAL COMPARISONIn partial fulfillment of the requirements for the degree of Doctor of Philosophy in Business Administration Department of Business Administration, Major in Marketing Tran Thi Tuyet Supervised by Professor Choi, Jinmyung Confirming Tran Thi Tuyet’s doctoral dissertation in Business Administration August, 2018 Chairman of Screening (Signature) Member of Screening (Signature) Member of Screening _ (Signature) Member of Screening _ (Signature) Member of Screening _ (Signature) Graduate School of Daegu University TABLE OF CONTENTS I INTRODUCTION 1 Research motivation .1 Purpose and method of study II THEORETICAL BACKGROUND Women’s desire for romantic gifts .4 Evolutionary psychology of women’s desire Intrasexual competition and women’s desire for romantic gifts .7 Mate retention and women’s desire for luxury romantic gifts 10 “Being loved” social comparison 13 Hypotheses 16 III EMPIRICAL STUDY 20 Study .20 1) Method 20 2) Result and discussion 27 Study .30 1) Method 30 2) Result and discussion 41 Study .54 1) Method 54 2) Result and discussion 58 IV CONCLUSION 79 General discussion 79 Implications and Conclusion .80 -i- Limitations and Future Directions .82 REFERENCES 84 ABSTRACT 93 APPENDIX 94 APPENDIX 95 - ii - LIST OF TABLES Table Sample Characteristics 22 Table Manipulation check for feeling closeness, luxury goods, and scenario quality 26 Table Descriptive statistics for “being loved” perception 28 Table Tests of Between-Subjects Effects 29 Table Sample characteristics 32 Table “Being loved” comparison elicited by three conditions 35 Table Luxury goods evaluation between two conditions 35 Table Scenario quality 36 Table Rotated Component Matrix of product items 37 Table 10 Conspicuous and inconspicuous luxury goods construct reliability 38 Table 11 Rotated component matrix of luxury cosmetics 39 Table 12 (in)Conspicuous luxury cosmetics construct reliability 39 Table 13 Descriptive statistics for “being loved” comparison 41 Table 14 Descriptive statistics for women’s conspicuous goods desire 43 Table 15 Descriptive statistics for women’s inconspicuous goods desire 44 Table 16 Descriptive statistics for women’s conspicuous cosmetics desire 44 Table 17 Descriptive statistics for women’s inconspicuous cosmetics desire 45 Table 18 Regression results of simple mediation (a) 47 Table 19 Regression results of simple mediation (b) 49 Table 20 Regression results of simple mediation (c) 51 Table 21 Regression results of simple mediation (d) 53 Table 22 Descriptive statistics for “being loved” comparison 59 Table 23 Descriptive statistics for women’s conspicuous goods desire 60 - iii - Table 24 Regression results of simple mediation (e) 63 Table 25 Descriptive statistics for women’s conspicuous goods desire (b) 65 Table 26 Descriptive statistics for women’s inconspicuous goods desire 66 Table 27 Descriptive statistics for women’s conspicuous goods buying 66 Table 28 Descriptive statistics for women’s inconspicuous goods buying 67 Table 29 Regression results of simple mediation (f) 69 Table 30 Regression results of simple mediation (g) 73 Table 31 Regression results of simple mediation (h) 75 Table 32 Regression results of simple mediation (i) 77 - iv - LIST OF FIGURES Figure Effect of comparison target’s luxury romantic gift on “Being loved” perception 29 Figure Proposed model (a) 40 Figure Effect of luxury gift on “being loved” comparison 42 Figure Effect of luxury gift on women’s conspicuous goods desire 43 Figure Mediated model for effect of luxury gift on women’s conspicuous goods desire via “being loved” comparison 48 Figure Proposed model (b) 57 Figure Effect of competitiveness of social network on “being loved” comparison 59 Figure Effect of competitiveness of social network on women’s conspicuous goods desire (a) 61 Figure Mediated model for effect of competitiveness of social network on women’s conspicuous goods desire via “being loved” comparison (a) 64 Figure 10 Effect of competitiveness of social network on women’s conspicuous goods desire (b) 65 Figure 11 Mediated model for effect of competitiveness of social network on women’s conspicuous goods desire via “being loved” comparison (b) 71 -v- Why Women Desire Conspicuous Luxury Romantic Gifts? -The Mediating Role of Being Loved Social Comparison- Tran Thi Tuyet Department of Business Administration Graduate School, Daegu University Gyeongbuk Korea Supervised by Professor Choi, Jinmyung (Abstract) Can close friends’ luxury romantic gifts (from romantic partners) affect other women’s consumption of luxury goods? This study examines whether a woman’s luxury gift affects her same-sex close friends’ desire for luxury gifts Besides, “being loved” social comparison (e.g., my friend seems to be more loved than I am) is a psychological mechanism that makes women compare their relationship to others’ Experiment shows that a close friend (vs stranger) who get a luxury (vs non-luxury) gift from her romantic partner will trigger other women to make “being loved” social comparison Experiment finds that women expose to their friends’ luxury (vs nonluxury) gifts will desire conspicuous (vs inconspicuous) luxury gifts via “being loved” social comparison mindset Finally, a survey shows that women in a higher competitive social network (frequency of exposing to friend with luxury gifts) also have a higher desire for luxury romantic gifts These results contribute to a better understanding of women’s desire for luxury romantic gifts It also illustrates that that evolutionary psychological approaches can be useful for understanding consumer behavior Keywords: women’s desire, “being loved” comparison, luxury goods, evolutionary psychology - vi - I INTRODUCTION Research motivation Humans are a sexually dimorphic species, meaning that each sex behaves differently than does the other in many ways For example, men and women act differently in risk-taking (Byrnes, Miller, & Schafer, 1999), in aggression (Bettencourt & Miller, 1996; Lagerspetz, Björkqvist, & Peltonen, 1988; Salmivalli & Kaukiainen, 2004), in depression (Nolen-Hoeksema, 2001; Nolen-Hoeksema & Girgus, 1994) or in displaying blatant benevolence behavior (Griskevicius et al., 2007) Moreover, in marketing, marketers also use gender as an essential segmentation because men and women are different from consuming products For example, men and women are different from responding to price, advertising, social influence while shopping or purchasing and reacting with internet advertising or in displaying loyalty to brand (Audrain-Pontevia & Vanhuele, 2016; Garbarino & Strahilevitz, 2004; Kurt, Inman, & Argo, 2011; McMahan, Hovland, & McMillan, 2013; Melnyk, Osselaer, & Bijmolt, 2009) Thus, it seems that men and women are psychologically different Men and women are also different in gift-giving behavior According to Sherry and McGrath (1989), gift giving is “work of women." As compared to men, women offered more gifts than they received (Caplow, 1982; Fischer & Arnold, 1990), they paid more on average (Rucker et al., 1991) and were more satisfied with their gift selection (Fischer & Arnold, 1990) However, these findings have confined to contexts other than romantic relationships (such as gift giving during Christmas) In a romantic relationship, it has been found that it is men and not women that play a more significant role in gift giving in the context of courtship (Saad & Gill, 2003) Gift giving could have evolved as a distinctly male courtship strategy (Saad & -1- Gill, 2003) According to Trivers’ (1972) parental investment theory and Buss’s (1989) mate preferences, men are less investing sex, men prefer sexual variety for increasing reproductive success, whereas women are high investing sex, their preference is generous men with resources Therefore, men use gifts as a strategy to advance their fitness outcomes because men believe that gifts can be exchanged for sexual favors (Belk & Coon, 1993) Stating a differently, men are tactical for offering gifts to a romantic partner and will stop offering gifts once a woman confesses her love (Belk & Coon, 1993) In courtship context, men’s motivations (functions) in offering gifts to female partners seem to be obvious, while women’s motivations (functions) in receiving gifts from male partners remain unclear The purpose of this study was to investigate women’s motivation in receiving gifts under dating context For men, gift giving can serve as adaptive tactics in the courtship context For women, there is a reason to believe that women’s motivations to get gifts from romantic partners (romantic gift) might serve as an adaptive function which is beneficial for them and their offspring's survival strategy It is because by seeing the number of money men spend on a romantic gift, women can make inferences on how much men desire (love) them and men commit to her The more a man is willing to invest his resources in a relationship, the more commitment he makes, and thus the less he will leave the relationship (Buss, 1988) (mate retention strategy) Moreover, receiving a romantic gift can help a woman to boast how much her romantic partner commits to her Thus, obtaining a romantic gift might help to ward off potential rivals (intrasexual competition) (discuss later) If these arguments are correct, women are not merely passive in receiving gifts (e.g., men give gifts and women receive) They might be active in receiving gifts (asking or requesting for gifts) By examining adaptive functions of women’s receiving gifts from a romantic partner, we can understand -2- – Kem □ □ □ □ □ □ □ – Sữa rửa mặt □ □ □ □ □ □ □ – Kem chống nắng □ □ □ □ □ □ □ – Bộ đắp mặt nạ □ □ □ □ □ □ □ – Chì kẻ mắt □ □ □ □ □ □ □ – Kem tẩy da chết □ □ □ □ □ □ □ 10 – Tinh dầu làm đẹp □ □ □ □ □ □ □ 11 – Chuốt mi - Mascara □ □ □ □ □ □ □ Lời dẫn: Sau đọc xong tình bên trên, xin cho biết mức độ đồng ý bạn câu nhận định bên cách tích  vào thích hợp với ý kiến (1 = Hồn tồn KHƠNG đồng ý, = Hồn tồn đồng ý) # 25 26 27 Các câu nhận định Tình Tình thú vị gặp thực tế Tình dễ tưởng tượng xảy thực tế Tình mang tính chất giải trí xảy thực tế □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ Sản phẩm 28 Từ danh mục sản phẩm câu 23 Nếu bạn sử dụng sản phẩm thương hiệu cụ thể, bạn nghĩ bạn nữ khác dàng nhìn thấy hay ý đến sản phẩm khơng? (1= Hồn tồn KHƠNG đồng ý, = Hoàn toàn đồng ý) □ □ □ □ □ □ □ – Đồng hồ báo thức – Xe máy □ □ □ □ □ □ □ – Giường □ □ □ □ □ □ □ – Nước hoa □ □ □ □ □ □ □ – Giày dép □ □ □ □ □ □ □ – Điện thoại di động □ □ □ □ □ □ □ – Túi xách □ □ □ □ □ □ □ - 153 - 29 30 – Truyện (tiểu thuyết) □ □ □ □ □ □ □ – Đồ trang sức (hoa tai, vòng đeo cổ) □ □ □ □ □ □ □ 10 – Máy tính sách tay □ □ □ □ □ □ □ 11 – Sản phẩm giảm cân □ □ □ □ □ □ □ 12 – Mỹ phẩm □ □ □ □ □ □ □ 13 – Đồng hồ đeo tay □ □ □ □ □ □ □ 14 – Bộ dao nấu ăn □ □ □ □ □ □ □ □ □ □ □ □ □ □ 15 – Quần áo, trang phục Từ danh mục sản phẩm câu 24 Nếu bạn sử dụng sản phẩm thương hiệu cụ thể, bạn nghĩ bạn nữ khác dàng nhìn thấy hay ý đến sản phẩm khơng? (1= Hồn tồn KHƠNG đồng ý, = Hoàn toàn đồng ý) □ □ □ □ □ □ □ – Son môi – Kem dưỡng (Lotion) □ □ □ □ □ □ □ – Tinh chất dưỡng □ □ □ □ □ □ □ – Kem □ □ □ □ □ □ □ – Sữa rửa mặt □ □ □ □ □ □ □ – Kem chống nắng □ □ □ □ □ □ □ – Bộ đắp mặt nạ □ □ □ □ □ □ □ – Chì kẻ mắt □ □ □ □ □ □ □ – Kem tẩy da chết □ □ □ □ □ □ □ 10 – Tinh dầu làm đẹp □ □ □ □ □ □ □ □ □ □ □ □ □ □ 11 – Chuốt mi - Mascara Từ danh mục sản phẩm câu 23 Nếu bạn sử dụng sản phẩm thương hiệu cụ thể, bạn nghĩ sản phẩm có giúp thể địa vị xã hội bạn không? (1= Hồn tồn KHƠNG đồng ý, = Hồn tồn đồng ý) □ □ □ □ □ □ □ – Đồng hồ báo thức – Xe máy □ □ □ □ □ □ □ – Giường □ □ □ □ □ □ □ – Nước hoa □ □ □ □ □ □ □ – Giày dép □ □ □ □ □ □ □ – Điện thoại di động □ □ □ □ □ □ □ – Túi xách □ □ □ □ □ □ □ - 154 - 31 – Truyện (tiểu thuyết) □ □ □ □ □ □ □ – Đồ trang sức (hoa tai, vòng đeo cổ) □ □ □ □ □ □ □ 10 – Máy tính sách tay □ □ □ □ □ □ □ 11 – Sản phẩm giảm cân □ □ □ □ □ □ □ 12 – Mỹ phẩm □ □ □ □ □ □ □ 13 – Đồng hồ đeo tay □ □ □ □ □ □ □ 14 – Bộ dao nấu ăn □ □ □ □ □ □ □ □ □ □ □ □ □ □ 15 – Quần áo, trang phục Từ danh mục sản phẩm câu 24 Nếu bạn sử dụng sản phẩm thương hiệu cụ thể, bạn nghĩ sản phẩm có giúp thể địa vị xã hội bạn không? (1= Hồn tồn KHƠNG đồng ý, = Hồn tồn đồng ý) □ □ □ □ □ □ □ – Son môi – Kem dưỡng (Lotion) □ □ □ □ □ □ □ – Tinh chất dưỡng □ □ □ □ □ □ □ – Kem □ □ □ □ □ □ □ – Sữa rửa mặt □ □ □ □ □ □ □ – Kem chống nắng □ □ □ □ □ □ □ – Bộ đắp mặt nạ □ □ □ □ □ □ □ – Chì kẻ mắt □ □ □ □ □ □ □ – Kem tẩy da chết □ □ □ □ □ □ □ 10 – Tinh dầu làm đẹp □ □ □ □ □ □ □ 11 – Chuốt mi - Mascara □ □ □ □ □ □ □ - 155 - Dear Participants, I am Tran Thi Tuyet, a student at Daegu University I am conducting a research survey on women’s attitude towards men’s gift-giving behavior during dating time Please answer questions according to your true feeling and thoughts If you not want to answer questions due to personal reasons or circumstances, you not have to answer The information you provide will remain confidential and be used for research only The response time is about 15-20 minutes Noticeably, you must be a woman to participate Thank you for your valuable time Tran Thi Tuyet Email: 3t120386@gmail.com Study General instruction: You should answer all questions completely and this survey when you finish your work I would like to ask you about your personal information Age: Have you been in a romantic relationship? c Yes c No Here are some questions about the your same-sex friend in social network who receives a romantic gift from her partner How many same-sex close friends you have who you meet on a regular basis? How many of them (close friends in Q.3) you know have recently got an expensive from her romantic partner (or her husband)? Do you have the same-sex friends who frequently boast of gifts from her romantic partner (or her husband)? Yes No c C How frequently you experience a situation that your same-sex friend gets an expensive romantic gift from her boyfriend (or her husband)? - 156 - c c c c c c c 7 How many same-sex friends in your social networks (friends that you often contact with via SNSs like facebook, Zalo etc.) you know who have recently received an expensive romantic gift? How frequently you see your friends who post a picture of an expensive romantic gift on SNSs? c c c c c c c INSTRUCTIONS: Here are some statements related to luxury products, please indicate to what extent you are going to agree with these (1 = Not at all, = Neutral, = Very much) (1= not at all and = very much) Please put a  in ONLY ONE box for each statement below: # Statements In general, luxury product has a good quality □ □ □ □ □ □ □ 10 Luxury product is expensive □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ 11 12 When I wear a luxury item, I feel a bit like I am distinguish myself People who buy luxury products try to differentiate themselves from others 13 In my opinion, luxury is pleasant □ □ □ □ □ □ □ 14 One buys luxury goods primarily for one's pleasure □ □ □ □ □ □ □ 15 Luxury makes me dream □ □ □ □ □ □ □ 16 Luxury products make life more beautiful □ □ □ □ □ □ □ 17 I have a strong possibility to purchase my desired luxury product □ □ □ □ □ □ □ 18 I am likely to purchase my desired luxury product □ □ □ □ □ □ □ 19 I have high intention to purchase my desired luxury product □ □ □ □ □ □ □ - 157 - INSTRUCTIONS: Here are some statements related to your romantic relationship, please indicate to what extent you are going to agree with these (1 = Not at all, = Neutral, = Very much) Please put a  in ONLY ONE box for each statement below: # Statements 20 In general, I satisfy with my romantic relationship □ □ □ □ □ □ □ 21 My partner (husband) meets your needs well □ □ □ □ □ □ □ 22 My romantic relationship is good compared to most I often wish I hadn't gotten into this romantic relationship My romantic relationship meets your original expectations I love your partner (or husband) There are many problems in my romantic relationship At times I wonder whether or not my romantic partner does really love me At times I would think that my friends are being loved by her romantic partner (or a husband) more than am I I feel that I am not being loved by my male partner (or my husband) as much as the love my friend is getting from her partner (or her husband) As compared to my friend's romantic relationship, I feel inferior about mine At times I would wish that if I can be loved more by my romantic partner (or my husband) than now At times I would feel that I am not being loved by my romantic partner (or my husband) as much as I wish At times I would expect an expensive gift from my romantic partner (or husband) At times I would wish that my romantic partner (or your husband) gives an expensive gift to me At times I had a firmly thought that "I am going to □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ 23 24 25 26 27 28 29 30 31 32 33 34 35 - 158 - 36 get an expensive gift from my partner (or husband) very soon." At times I intended to ask my romantic partner (husband) to buy me an expensive gift when I met him □ □ □ □ □ □ □ INSTRUCTIONS: Here are the list of product, with each product has a different price range in VND, and there is 7-point scale for each item, with each point on the scale representing a specific VND amount (1 = lowest price, = average, and = highest price) Products 37 38 Imagine that you and your boyfriend will go for shopping tomorrow, and he will purchase only one item and then give it to you as a gift, how much you want him to spend on each product? □ □ □ □ □ □ □ - Alarm clock - Motorbike □ □ □ □ □ □ □ - Bed □ □ □ □ □ □ □ - Perfume □ □ □ □ □ □ □ - Shoes □ □ □ □ □ □ □ – Mobile phone □ □ □ □ □ □ □ - Handbag □ □ □ □ □ □ □ - Book □ □ □ □ □ □ □ - Jewelry (ear-ring, necklace) □ □ □ □ □ □ □ 10 - Laptop □ □ □ □ □ □ □ 11 - Diet product □ □ □ □ □ □ □ 12 - Cosmetics □ □ □ □ □ □ □ 13 - Hand-watch □ □ □ □ □ □ □ 14 - Kitchen knife □ □ □ □ □ □ □ □ □ □ □ □ □ □ 15 - Design outfits Imagine that you and your boyfriend will go for shopping tomorrow, and he will purchase only one item and then give it to you as a gift, how much you want him to spend on each product? - 159 - – Lipstick □ □ □ □ □ □ □ – Lotion □ □ □ □ □ □ □ – Essence □ □ □ □ □ □ □ – Foundation □ □ □ □ □ □ □ – Cleanser □ □ □ □ □ □ □ – Sun cream □ □ □ □ □ □ □ – Mask pack □ □ □ □ □ □ □ – Eyeliner □ □ □ □ □ □ □ – Scrub □ □ □ □ □ □ □ 10 – Skin □ □ □ □ □ □ □ 11 - Mascara □ □ □ □ □ □ □ Products 39 40 Imagine that you will go for shopping tomorrow, how much you want to purchase by yourself on each product? □ □ □ □ □ □ □ - Alarm clock - Motorbike □ □ □ □ □ □ □ - Bed □ □ □ □ □ □ □ - Perfume □ □ □ □ □ □ □ - Shoes □ □ □ □ □ □ □ – Mobile phone □ □ □ □ □ □ □ - Handbag □ □ □ □ □ □ □ - Book □ □ □ □ □ □ □ - Jewelry (ear-ring, necklace) □ □ □ □ □ □ □ 10 - Laptop □ □ □ □ □ □ □ 11 - Diet product □ □ □ □ □ □ □ 12 - Cosmetics □ □ □ □ □ □ □ 13 - Hand-watch □ □ □ □ □ □ □ 14 - Kitchen knife □ □ □ □ □ □ □ 15 - Design outfits □ □ □ □ □ □ □ Imagine that you will go for shopping tomorrow, how much you want to - 160 - purchase by yourself on each product? – Lipstick □ □ □ □ □ □ □ – Lotion □ □ □ □ □ □ □ – Essence □ □ □ □ □ □ □ – Foundation □ □ □ □ □ □ □ – Cleanser □ □ □ □ □ □ □ – Sun cream □ □ □ □ □ □ □ – Mask pack □ □ □ □ □ □ □ – Eyeliner □ □ □ □ □ □ □ – Scrub □ □ □ □ □ □ □ 10 – Skin □ □ □ □ □ □ □ 11 - Mascara □ □ □ □ □ □ □ - 161 - Kính gửi chị/bạn/em tham gia trả lời câu hỏi! Tôi tên Trần Thị Tuyết, theo học trường Đại học Daegu, Hàn Quốc Tôi thực đề tài nghiên cứu thái độ nữ giới việc tặng quà nam giới thời gian hẹn hò Rất mong chị/bạn/em trả lời theo cảm giác suy nghĩ Nếu chị/bạn/em khơng muốn trả lời câu hỏi lý cá nhân hay hồn cảnh nào, chị/bạn/em tham gia vào phiếu điều tra Số liệu thu thập từ phiếu điều tra sử dụng vào mục đích nghiên cứu hoàn toàn bảo mật Thời gian hoàn thành phiếu điều tra 15-20 phút Lưu ý, NỮ giới tham gia vào trả lời phiếu điều tra Xin chân thành cảm ơn cộng tác chị/bạn/em! Trần Thị Tuyết Email: 3t120386@gmail.com H3 PHIẾU ĐIỀU TRA Lời dẫn: Chị/bạn/em nên trả lời đầy đủ câu hỏi phiếu điều tra nên trả lời phiếu chị/bạn/em ngồi làm việc Phần Thông tin cá nhân Chị/bạn/em tuổi? _ Chị/bạn/em có việc làm khơng? c Có c Khơng Dưới số câu hỏi liên quan đến bạn nữ nhóm bạn hay chơi (hoặc hay liên lạc), người mà nhận quà từ bạn trai (hoặc chồng) Bạn có khoảng bạn nữ mà chơi thân với thường xuyên gặp mặt, chơi với nhau? -4 Trong số bạn nữ chơi thân trên, có khoảng bạn gần nhận quà giá trị (đắt tiền) từ bạn trai (hoặc chồng)? Bạn có biết nhóm bạn chơi thân có bạn nữ gần nhận quà giá trị (đắt tiền) từ bạn trai (hoặc chồng) khơng? Có Khơng c c Hãy cho biết mức độ thường xuyên bạn gặp biết bạn thân nhận quà từ bạn trai (hoặc chồng) bạn ấy? c c c c - 162 - c c c 7 Bạn có khoảng bạn nữ chơi thân với thường xuyên liên lạc qua mạng xã hội facebook, Zalo mà nhận quà có giá trị (đắt tiền) từ bạn trai (hoặc chồng)? Hãy cho biết mức độ thường xuyên bạn thấy bạn úp (post) ảnh quà có giá trị từ bạn trai (hoặc chồng) cô lên mạng xã hội? c c c c c c c Lời dẫn: Dưới số nhận định hàng cao cấp, xin cho biết bạn đồng ý với câu nhận định cách tích  vào với ý kiến (1 = Hồn tồn KHƠNG đồng ý, = Khơng ý kiến, = Hoàn toàn đồng ý # Statements Nhìn chung, hàng cao cấp có chất lượng tốt □ □ □ □ □ □ □ 10 Hàng cao cấp có giá bán cao □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ 11 12 13 14 Khi mặc sử dụng hàng cao cấp, thấy khác so với sử dụng hàng hóa thơng thường Mục tiêu người mua hàng cao cấp để tạo khác biệt với người khác Theo tôi, hàng cao cấp giúp người mua có vui vẻ, thú vị Người mua hàng xa xỉ chủ yếu với mục đích tạo vui vẻ người 15 Tơi mơ ước sở hữu hàng cao cấp □ □ □ □ □ □ □ 16 Hàng cao cấp giúp sống đẹp hơn, thú vị □ □ □ □ □ □ □ 17 Tơi có khả mua hàng cao cấp mà u thích □ □ □ □ □ □ □ 18 Tơi mua hàng cao cấp mà u thích □ □ □ □ □ □ □ 19 Tơi có ý định mua hàng cao mà cấp u thích □ □ □ □ □ □ □ - 163 - Lời dẫn: Dưới số lời nhận xét, câu hỏi có liên quan đến mối quan hệ bạn bạn trai (hoặc chồng), xin cho ý kiến mức độ đồng ý ý kiến cách tích  vào với ý kiến bạn (1 = Hồn tồn KHƠNG đồng ý, = Khơng ý kiến, = Hồn tồn đồng ý) # 20 21 22 23 24 25 26 27 28 29 30 31 32 33 Các câu nhận định Nhìn chung, tơi thỏa mãn với mối quan hệ với bạn trai (chồng) Bạn trai (chồng) đáp ứng tốt nhu cầu Tôi thấy mối quan hệ với bạn trai (chồng) tốt so với mối quan hệ bạn với bạn trai (chồng) bạn Tôi thường xuyên ước không bước vào mối quan hệ với bạn trai (chồng) Mối quan hệ bạn trai (chồng) tơi mong đợi Tơi u bạn trai (chồng) tơi Có nhiều vấn đề mối quan hệ với bạn trai (chồng) Thi thoảng tơi tự hỏi khơng biết bạn trai (chồng) có thực u khơng Đơi lúc tơi nghĩ bạn bạn trai (chồng) cô yêu nhiều so với bạn trai yêu Tôi cảm thấy không bạn trai (chồng) yêu nhiều so với tình u mà bạn tơi nhận từ bạn trai (chồng) cô Tôi cảm thấy mối quan hệ với bạn trai (chồng) (khơng bằng) so với mối quan hệ bạn với bạn trai cô Đôi lúc ước bạn trai (chồng) yêu nhiều so với Thi thoảng tơi thấy khơng bạn trai (chồng) yêu mong ước Đôi mong đợi quà giá trị từ bạn trai - 164 - □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ (chồng) 34 35 36 Thi thoảng ước bạn trai (chồng) tặng tơi q có giá trị Thi thoảng tơi có suy nghĩ chắn tơi sớm nhận quà giá trị từ bạn trai (chồng) Đơi lúc tơi có ý định đề nghị bạn trai (chồng) mua cho tơi quà giá trị □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ Lời dẫn: Dưới danh mục sản phẩm, sản phẩm có khoảng giá giao động từ thấp đến cao, có thang đo mức độ cho sản phẩm, ứng với mức độ thang đo tương ứng với mức giá cụ thể (1 = giá thấp sản phẩm, = giá trung bình, = giá cao sản phẩm) Sản phẩm 37 Hãy tưởng tượng bạn bạn trai (chồng) bạn shopping vào ngày mai, NẾU bạn trai bạn mua sản phẩm sau tặng sản phẩm cho bạn q THÌ bạn muốn bạn trai bạn chi tiền cho sản phẩm □ □ □ □ □ □ □ – Đồng hồ báo thức – Xe máy □ □ □ □ □ □ □ – Giường □ □ □ □ □ □ □ – Nước hoa □ □ □ □ □ □ □ – Giày dép □ □ □ □ □ □ □ – Điện thoại di động □ □ □ □ □ □ □ – Túi xách □ □ □ □ □ □ □ – Truyện (tiểu thuyết) □ □ □ □ □ □ □ – Đồ trang sức (hoa tai, vòng đeo cổ) □ □ □ □ □ □ □ 10 – Máy tính sách tay □ □ □ □ □ □ □ 11 – Sản phẩm giảm cân □ □ □ □ □ □ □ 12 – Mỹ phẩm □ □ □ □ □ □ □ 13 – Đồng hồ đeo tay □ □ □ □ □ □ □ 14 – Bộ dao nấu ăn □ □ □ □ □ □ □ - 165 - 38 □ □ □ □ □ □ □ 15 – Quần áo, trang phục Hãy tưởng tượng bạn bạn trai (chồng) bạn shopping vào ngày mai, NẾU bạn trai bạn mua sản phẩm sau tặng sản phẩm cho bạn quà THÌ bạn muốn bạn trai bạn chi tiền cho sản phẩm □ □ □ □ □ □ □ – Son môi – Kem dưỡng (Lotion) □ □ □ □ □ □ □ – Tinh chất dưỡng □ □ □ □ □ □ □ – Kem □ □ □ □ □ □ □ – Sữa rửa mặt □ □ □ □ □ □ □ – Kem chống nắng □ □ □ □ □ □ □ – Bộ đắp mặt nạ □ □ □ □ □ □ □ – Chì kẻ mắt □ □ □ □ □ □ □ – Kem tẩy da chết □ □ □ □ □ □ □ 10 – Tinh dầu làm đẹp □ □ □ □ □ □ □ 11 – Chuốt mi - Mascara □ □ □ □ □ □ □ Products 39 Hãy tưởng tượng bạn shopping vào ngày mai, NẾu bạn mua sản phẩm THÌ bạn muốn tự thân chi tiền cho sản phẩm □ □ □ □ □ □ □ – Đồng hồ báo thức – Xe máy □ □ □ □ □ □ □ – Giường □ □ □ □ □ □ □ – Nước hoa □ □ □ □ □ □ □ – Giày dép □ □ □ □ □ □ □ – Điện thoại di động □ □ □ □ □ □ □ – Túi xách □ □ □ □ □ □ □ – Truyện (tiểu thuyết) □ □ □ □ □ □ □ – Đồ trang sức (hoa tai, vòng đeo cổ) □ □ □ □ □ □ □ 10 – Máy tính sách tay □ □ □ □ □ □ □ 11 – Sản phẩm giảm cân □ □ □ □ □ □ □ - 166 - 40 12 – Mỹ phẩm □ □ □ □ □ □ □ 13 – Đồng hồ đeo tay □ □ □ □ □ □ □ 14 – Bộ dao nấu ăn □ □ □ □ □ □ □ □ □ □ □ □ □ □ 15 – Quần áo, trang phục Hãy tưởng tượng bạn shopping vào ngày mai, NẾu bạn mua sản phẩm THÌ bạn muốn tự thân chi tiền cho sản phẩm □ □ □ □ □ □ □ – Son môi – Kem dưỡng (Lotion) □ □ □ □ □ □ □ – Tinh chất dưỡng □ □ □ □ □ □ □ – Kem □ □ □ □ □ □ □ – Sữa rửa mặt □ □ □ □ □ □ □ – Kem chống nắng □ □ □ □ □ □ □ – Bộ đắp mặt nạ □ □ □ □ □ □ □ – Chì kẻ mắt □ □ □ □ □ □ □ – Kem tẩy da chết □ □ □ □ □ □ □ 10 – Tinh dầu làm đẹp □ □ □ □ □ □ □ 11 – Chuốt mi - Mascara □ □ □ □ □ □ □ - 167 - ... Women s desire for romantic gifts .4 Evolutionary psychology of women s desire Intrasexual competition and women s desire for romantic gifts .7 Mate retention and women s desire. .. statistics for women s conspicuous goods desire 43 Table 15 Descriptive statistics for women s inconspicuous goods desire 44 Table 16 Descriptive statistics for women s conspicuous cosmetics desire. .. exposing to friend with luxury gifts) also have a higher desire for luxury romantic gifts These results contribute to a better understanding of women s desire for luxury romantic gifts It also illustrates