花卉禮品包裝視覺元素對愛情情感溝通之影響

The Influence of Package Visual Elements of Floral Gift on Emotional Communication for Romantic Relationships

10.6342/NTU.2014.01534

林怡綾

花卉禮品 ； 愛情關係 ； 包裝視覺元素 ； 情感溝通 ； 贈禮行為 ； floral gift ； romantic relationships ； package visual elements ； emotional communication ； gift-giving

國立臺灣大學生物產業傳播暨發展學系學位論文

2014年

碩士

黃麗君

繁體中文

花卉是台灣極具競爭力的農作物之一，其高附加價值使得花卉在眾多作物中脫穎而出。當花卉作為禮物時，其在人際關係間所扮演的溝通角色更可以看出花卉在台灣文化中的重要性。為了提升花卉產品的推廣效益，探討消費者對花禮的需求是花卉產業行銷的關鍵議題。花卉禮物因其充滿浪漫、愛情的象徵，故在情人節禮物市場中占有一席之地。因此，本研究以情人節為例，探討愛情關係下花禮的消費需求。禮物一直以來都被視為是維持人際關係的媒介。透過適當的包裝，更能顯現出禮物的價值與質感，進而達到表達心意、情感溝通的目的。愛情關係中的贈禮行為也不例外，故本研究將進一步切入花禮包裝來探討情人之間的贈花行為，聚焦在透過包裝視覺元素對於愛情情感溝通的增值效果。 本研究整合視覺元素、包裝設計、以及贈禮行為的溝通概念，旨在探討愛情情感溝通是否會因包裝視覺元素的不同而產生差異，在花禮包裝視覺元素的部分針對材質與裝飾進行探討。本研究以問卷調查的方式進行資料搜集，共計採收384份有效樣本，透過重複測量的多變量變異數分析（Repeat-measured MANOVA）進行研究假設的驗證以及結果分析。研究結果顯示，花禮包裝視覺元素中，不僅在材質與裝飾的交互作用中有對愛情情感溝通有顯著影響，在個別的單純主效果中也有顯著影響。從上述結果可以推論消費者在透過選擇禮物進行愛情情感溝通時，包裝也扮演了決定性的角色，透過不同的包裝搭配，可以使消費者聯想到不同的愛情情感，本研究並將上述結果整理成花禮包裝視覺元素之消費者購買決策模型。

Flower is one of the most important agricultural products in Taiwan because of its high-added value. Moreover, floral gift plays an important role in the interpersonal communication. To enhance the efficiency of floral products’ promotion, it is always a key-point to deeply explore the consumer insights and then precisely make the market-ing strategies in floral industry. As the love and romantic symbols of flowers, floral gifts take a place in Valentine’s Day gifts market naturally. Above all, present work is interested in comsumer’s needs on floral gifts of Valentine’s Day. Besides, gifts have been taken as a medium of interpersonal communications for a long time. What messages have been convey is a crucial concept that may decide the end of the communications in relationship. Additional, the package of gift also has a function of expression people’s emotions so that the package takes an indispensible part of floral gifts, especially in romantic relationships. Consequently, present work focuses on the value-added effects on emotional communication of floral gifts packages in ro-mantic relationships. This study integrates the theories of visual convey, package design, gift-giving and communication to explore the influences of package visual elements of floral gifts on emotional communications of romantic relationships. For the package visual elements of floral gift, it is especially focused on its materials and decorations. In addition, a questionnaire is designed and used to collect the data of totally 384 valid samples. The results of repeat-measured MANOVA indicate that the package of floral gift plays a de-cisive role for consumer purchasing decisions when they are choosing an ideal gift for their partner on Valentine’s Day. Different visual elements of the floral gift package can convey different emotional messages such as love expression, relationships confirma-tion, the importance of relationships, self-identification, and the cognition of receiver in romantic relationships. It’s also differed from difference collections of visual elements. As the results, this study develops a model of consumer purchase decision process. It is about the best choice of package visual elements that communicate the specific emo-tional messages for romantic relationships. This model can also be taken as a reference of floral gifts marketing strategies for flower retailers.

1. 2. 王愉嘉。2012。禮品包裝設計之研究—方法目的鏈之應用。藝見學刊（4）：99-112。
   連結：
2. 3. 田祖武、林怡穎、劉育晨、潘耕美、吳恩妤、陳貽杰。2012。品牌依附程度對消費者面臨品牌商標改造態度的影響。行銷評論9（3）。
   連結：
3. 4. 江蘭、杜瑞澤。1999。 消費者心理認知對產品包裝視覺設計之影響-以台灣飲料包裝為例。大葉學報8（2）：23-31。
   連結：
4. 7. 行政院農業委員會農糧署。2012。農業統計資料查詢。2013/10/10，。
   連結：
5. 8. 余正和。2008。蝴蝶蘭消費者線上購買行為及期望行為價值之研究。企業管理學報（76），55-85。
   連結：
6. 9. 吳振榮、黃鐉津、林建漢。2010。故事行銷導入原住民伴手禮包裝設計與規劃。設計理論與實務國際研討會（2010）：101-108。
   連結：
7. 10. 吳振榮。2012。臺灣節氣意象伴手禮概念包裝設計創作。臺中科技大學商業設計系碩士班碩士論文。
   連結：
8. 12. 李怡真、林以正。2006。愛情關係中的情緒表達衝突之縱貫研究。中華心理學刊48（1）：53-67。
   連結：
9. 13. 李映萱。2010。 價值觀、品牌形象和購買意願關聯性之研究-以不同世代做調節效果。淡江大學管理科學研究所碩士班學位論文：1-120。
   連結：
10. 14. 李映萱。2010。價值觀, 品牌形象和購買意願關聯性之研究-以不同世代做調節效果。淡江大學管理科學研究所碩士班學位論文 1-120.
    連結：
11. 15. 卓展正。2008。包裝視覺形象研究-以八里 “柚香美人果醋, 果茶” 伴手禮爲例。藝術學報：表演類（革新版）（82）：107-132。
    連結：
12. 16. 周祥蕊。2011。傳統伴手禮包裝設計風格因素之探討－以鳳梨酥為例。台南應用科技大學應用設計研究所碩士論文。
    連結：
13. 17. 周穆謙、陳士宏、黃怡甄。2010。茶飲料包裝品牌字體與色彩設計之發現力探討。圖文傳播藝術學報：59-64。
    連結：
14. 18. 周穆謙。2013。涉農飲料包裝設計策略研究。農業推廣學報（30）：83-113。
    連結：
15. 20. 邱順應。2009。洗髮精標語的預設框架與敘事結構。廣告學研究(31)：103-129。
    連結：
16. 21. 侯鳳舞。2013。臺灣花卉產業發展概況。苗栗區農業專訊 62：1-3。
    連結：
17. 23. 孫秀蕙、陳儀芬。2010。被框架的女性意象：上海月份牌廣告畫的圖像符號分析。廣告學研究（34）：25-63。
    連結：
18. 26. 張俊彥。1996。台灣家庭園藝植物目標市場之社會人口分析。中國園藝42（3）：244-248。
    連結：
19. 28. 郭恆如、黃雅卿。2006。臺灣端午節禮盒包裝設計與銷售策略之研究。商業設計學報（13）：133-152。
    連結：
20. 29. 郭高富、林晏州。2007。吊籃植物消費行為之研究。臺灣園藝52（3）：297-309。
    連結：
21. 30. 陳志賢、蕭蘋。2008。幸福家庭的房車：汽車廣告中所再現的理想家庭。新聞學研究（96）：45-86。
    連結：
22. 31. 曾榮梅、陳可欣。2009。包裝飲用水瓶身造形與消費情緒關聯性之研究。高雄師大學報: 人文與藝術類（27）：159-180。
    連結：
23. 32. 黃照婷、林晏州。2007。草花配色對色彩偏好及色知覺之影響。臺灣園藝 53（4）: 481-490。
    連結：
24. 33. 黃麗君。2001。花卉顏色屬性與香味屬性對消費者花卉購買意願之影響研究。農林學報50（4）：43-55。
    連結：
25. 34. 楊世華、潘德芳。2000。國產主要花卉之市場區隔研究。台灣地區重要農產品產銷研討會論文輯：297-311。
    連結：
26. 37. 廖思婷、林晏州。2006。觀葉植物消費行為之研究。中國園藝50（1）：99-115。
    連結：
27. 42. 蘇昊鳴、卓展正。2009。包裝視覺設計對消費者偏好關係之研究－以高粱酒包裝盒為例。藝術研究學報，2（1）：107-130。
    連結：
28. 43. 蘇鴻昌、黃雅卿。2008。臺灣市售米禮盒包裝策略之研究。商業設計學報（12）：77-96。
    連結：
29. 46. Ampuero, O. and N. Vila. 2006. Consumer perceptions of product packaging. Journal of Consumer Marketing 23:100-112.
    連結：
30. 50. Baourakis, G., D. Gerasopoulos, N. Kalofolias, N. Kalogeras, A. Zoumis, and E. Maloupa. 2000. Marketing research-the case of floral products. Acta Horticulturae 541:227-232.
    連結：
31. 54. Belk, R.W. and G.S. Coon. 1993. Gift giving as agapic love: an alternative to the exchange paradigm based on dating experiences. Journal of Consumer Research 20:393-417.
    連結：
32. 55. Belk, R.W. 1979. Gift-giving behavior. Research in Marketing 2:95-126.
    連結：
33. 57. Belk, R.W. 1987. Identity and the relevance of market, personal and community objects. Marketing and semiotics : new directions in the study of signs for sale. Mouton de Gruyter, Berlin ; New York.
    連結：
34. 58. Bloch, P.H. 1995. Seeking the ideal form: product design and consumer response. The Journal of Marketing 59:16-29.
    連結：
35. 59. Bray, J.H. and S.E. Maxwell. 1985. Multivariate analysis of variance. Sage, Beverly Hills.
    連結：
36. 60. Camerer, C. 1988. Gifts as economic signals and social symbols. American Journal of Sociology 94:180-214.
    連結：
37. 61. Clark, C.L., P.R. Shaver, and M.F. Abrahams. 1999. Strategic behaviors in romantic relationship initiation. Personality and Social Psychology Bulletin 25:709-722.
    連結：
38. 62. Dillman, DA. 1999. Mail and internet surveys: The tailored design method, 2nd ed. John Wiley & Son, NY.
    連結：
39. 65. Everitt, B.S. 1992. The analysis of contingency tables. Chapman & Hall, New York.
    連結：
40. 68. Flynn, B.B., R.G. Schroeder, and S. Sakakibara, 1994. A framework for quality management research and an associated measurement instrument. Journal of Operations management 11:339-366.
    連結：
41. 71. Greenwald, A.G., 1976. Within-subjects designs: To use or not to use? Psychological Bulletin 83:314.
    連結：
42. 72. Gueguen, N., 2012. “Say it… near the flower shop”: urther evidence of the effect of flowers on mating." The Journal of social psychology 152:529-532.
    連結：
43. 73. He, Y. and T. Schiphorst. 2009. Designing social computing using traditions of symbolism, personalization, and gift culture. Computational Science and Engineering. Vancouver, BC (4):659-666.
    連結：
44. 75. Howard, D.J. 1992. Gift-wrapping effects on product attitudes: A mood-biasing explanation. Journal of Consumer Psychology 1:197-223.
    連結：
45. 78. Huang, M.-H. and S. Yu. 2000. Gifts in a romantic relationship: a survival analysis. Journal of Consumer Psychology 9:179-188.
    連結：
46. 80. Joy, A. 2001. Gift giving in Hong Kong and the continuum of social ties. Journal of Consumer Research 28:239-256.
    連結：
47. 82. Komter, A. and W. Vollebergh. 1997. Gift giving and the emotional significance of family and friends. Journal of Marriage and the Family:747-757.
    連結：
48. 83. Kotler, P. 2003. Marketing Management, 11th ed. Pearson Education International, London.
    連結：
49. 85. Larsen, D. and J.J. Watson. 2001. A guide map to the terrain of gift value. Psychology and Marketing 18:889-906.
    連結：
50. 87. Lundstedt, T., E. Seifert, L. Abramo, B. Thelin, A. Nystrom, J. Pettersen, and R. Bergman. 1998. Experimental design and optimization. Chemometrics and Intelligent Laboratory Systems 42:3-40.
    連結：
51. 88. Mcneal, J.U. and M.F. Ji. 2003. Children’s visual memory of packaging. Journal of Consumer Marketing 20:400-427.
    連結：
52. 89. Mick, D.G. 1986. Consumer research and semiotics: Exploring the morphology of signs, symbols, and significance. Journal of Consumer Research 13:196-213.
    連結：
53. 91. Moss, B.F. and A.I. Schwebel. 1993. Defining intimacy in romantic relationships. Family Relations 42:31-37.
    連結：
54. 96. Neuman, W.L. and W.L. Neuman. 2006. Social research methods: Qualitative and quantitative approaches. SAGE Publications, Los Angeles.
    連結：
55. 97. O'brien, R.G. and M.K. Kaiser. 1985. MANOVA method for analyzing repeated measures designs: an extensive primer. Psychological bulletin 97:316.
    連結：
56. 98. Parsons, A.G., P.W. Ballantine, and A.-M. Kennedy. 2011. Gift exchange: benefits sought by the recipient. International Journal of Sociology and Social Policy 31:411-423.
    連結：
57. 99. Poels, K. and S. Dewitte. 2006. How to capture the heart? Reviewing 20 years of emotion measurement in advertising. Faculty of Economics and Applied Economics, K.U.Leuven.
    連結：
58. 104. Reiss, I.L. 1960. Toward a sociology of the heterosexual love relationship. Marriage and Family Living:139-145.
    連結：
59. 105. Rettie, R. and C. Brewer. 2000. The verbal and visual components of package design. Journal of Product Brand Management 9:56-70.
    連結：
60. 106. Rihn, A., C. Yue, B.K. Behe, and C.R. Hall. 2012. Floral Gift Perceived Practicality: Fragrance and Longevity by Generation X and Y Consumers. International Horticultural Congress on Science and Horticulture for People (IHC2010): International Symposium on Integrating Consumers and Economic Systems.
    連結：
61. 108. Rubin, Z. 1970. Measurement of romantic love. Journal of Personality and Social Psychology 16:265.
    連結：
62. 109. Rugimbana, R., B. Donahay, C. Neal, and M.J. Polonsky. 2002. The role of social power relations in gift giving on Valentine’s Day. Journal of Consumer Behaviour 3:63-73.
    連結：
63. 110. Rundh, B. 2005. The multi-faceted dimension of packaging. British Food Journal 107:670-684.
    連結：
64. 111. Rundh, B. 2009. Packaging design: creating competitive advantage with product packaging. British Food Journal 111:988-1002.
    連結：
65. 112. Ruth, J.A., C.C. Otnes, and F.F. Brunel. 1999. Gift receipt and the reformulation of interpersonal relationships. Journal of Consumer Research 25:385-402.
    連結：
66. 114. Schieffelin, E.L. 1980. Reciprocity and the construction of reality. Man 15:502-517.
    連結：
67. 115. Schiffman, L.G. and D.Y. Cohn. 2009. Are they playing by the same rules? A consumer gifting classification of marital dyads. Journal of Business Research 62:1054-1062.
    連結：
68. 116. Schutz, R.W. and M.E. Gessaroli. 1987. The analysis of repeated measures designs involving multiple dependent variables. Research Quarterly for Exercise and Sport 58:132-149.
    連結：
69. 117. Schwartz, B. 1967. The social psychology of the gift. American Journal of Sociology 73:1-11.
    連結：
70. 119. Sherry, J.F. 1983. Gift giving in anthropological perspective. Journal of Consumer Research 10:157-168.
    連結：
71. 120. Shiv, B. and A. Fedorikhin. 1999. Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. Journal of consumer Research 26:278-292.
    連結：
72. 121. Silayoi, P. and M. Speece. 2004. Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British Food Journal 106:607-628.
    連結：
73. 122. Silayoi, P. and M. Speece. 2007. The importance of packaging attributes: a conjoint analysis approach. European Journal of Marketing 41:1495-1517.
    連結：
74. 123. Sivanathan, N. and N.C. Pettit. 2010. Protecting the self through consumption: Status goods as affirmational commodities. Journal of Experimental Social Psychology 46:564-570.
    連結：
75. 124. Smith, P. and J. Taylor. 2004. Marketing communications: an integrated approach. 4 ed. Kogan Page, London.
    連結：
76. 125. Stefani, B.R. and Gianluca. 2006. Consumers’ perception of wine packaging: a case study. International Journal of Wine Marketing 18:33-44.
    連結：
77. 126. Sternberg, R.J. 1986. A triangular theory of love. Psychological Review 93:119-135.
    連結：
78. 128. Underwood, R.L., N.M. Klein, and R.R. Burke. 2001. Packaging communication: attentional effects of product imagery. Journal of Product & Brand Management 10:403-422.
    連結：
79. 129. Vila, N. and O. Ampuero. 2007. The role of packaging in positioning an orange juice. Journal of Food Products Marketing 13:21-48.
    連結：
80. 130. Ward, M.K. and S.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 38:164-181.
    連結：
81. 133. Wooten, D.B. 2000. Qualitative steps toward an expanded model of anxiety in gift‐giving. Journal of Consumer Research 27:84-95.
    連結：
82. 134. Yeh, T.-F. and L.-C. Huang. 2009. An analysis of floral consumption values and their difference for genders and geographic regions. HortTechnology 19:101-107.
    連結：
83. 138. Ziegler, C. 2007. Favored flowers: Culture and economy in a global system. Duke University Press.
    連結：
84. 1. 內政部統計處。15歲以上各縣市縣住口（按性別、年齡、教育程度分）。2014/4/1，
85. 5. 行政院主計處。2012。101年家庭收支報告調查。2014/4/1，< http://www.stat.gov.tw/ct.asp?xItem=15408&CtNode=3623&mp=4 >
86. 6. 行政院主計處。2014。現住人口數按年齡分。2014/4/1，< http://www.stat.gov.tw/ct.asp?xItem=15408&CtNode=3623&mp=4 >
87. 11. 吳萬益。2008。企業研究法。華泰，台北。
88. 19. 東方線上資料庫。2006。情人節送禮行為分析。2012/10/3，。
89. 22. 苗延威。1996。人際關係剖析。原作者: Michael Argyle and Monika Henderson.國立編譯館，台北。
90. 24. 康敏嵐。2000。紙類容器之意向評估與視覺設計研究–以台灣果蔬汁飲料包裝為例。全華科技圖書公司，台北。
91. 25. 張怡筠（1997）。EQ 其實很簡單。精品出版有限公司，台北。
92. 27. 曹中瑋。1997。情緒的認識與掌控。學生輔導通訊（51）：26-39。
93. 35. 楊葆茜。1995。臺北市與臺中市家計單位花卉消費行為之分析。中興大學農產運銷學系碩士論文。
94. 36. 葉重新。2011。教育心理學。心理出版社，台北。
95. 38. 鄧成連。1990。最新包裝設計實務。星狐，台北市。
96. 39. 龍東陽。1982。商業包裝設計。檸檬黃文化事業有限公司，台北市。
97. 40. 謝廷芳、楊舜臣和陳駿季。2012。花卉產業言發現況與展望。台灣花卉園藝：32-36。
98. 41. 謝廷芳。2010。我國花卉產業需求與未來研發方向，花卉研究團隊研究現況與展望研討會，台北。173-182。
99. 44. 羅文坤。2002。行銷傳播學。三民書局，台北。
100. 45. 鐘國成。2006。台灣花卉產業發展現況與趨勢。農業生技產業季刊5：10-19。
101. 47. ASSOCHAM. 2014. Valentine's Day: a business worth Rs 18,000 crore. 10 Apr. 2014, .
102. 48. Babbie, E. 2012. The practice of social research. Belmont, Wadsworth Cengage Learning, CA.
103. 49. Banks, S.K. 1979. Gift-giving: a review and an interactive paradigm. Advances in Consumer Research 6:319-324.
104. 51. Behe, B.K. and D.J. Wolnick. 1991. Type of floral product purchased and demographic characteristics and floral knowledge of consumers. HortScience 26:414-416.
105. 52. Behe, B.K., T.A. Prince, and H.K. Tayama. 1992. Market segmentation of supermarket floral customers. Hortscience 27:459-462.
106. 53. Belk, R.W. and G.S. Coon. 1991. Can't buy me love: dating, money, and gifts. Advances in Consumer Research 18:521-527.
107. 56. Belk, R.W. 1982. Effects of gift-giving involvement on gift selection strategies. Advances in Consumer Research 9:408-412.
108. 63. Doyle, K.O., A.M. Hanchek, and J. Mcgrew. 1994. Communication in the language of flowers. HortTechnology 4:211-216.
109. 64. Dworetzky, J.P. 1985. Psychology. West Publishing Co, San Francisco.
110. 66. Faure, C. and D.G. Mick. 1993. Selfs-gifts through the lens of attribution theory. Advances in Consumer Research 20:553-556.
111. 67. Fiske, J. 2013. Introduction to communication studies. Routledge, London; New York.
112. 69. Gardner, B.B. 1967. The Package as a Communication. Marketing for Tomorrow-Today, in M.S. Moyer and R.E. Vosburgh, eds., Chicago, American Marketing Association.
113. 70. Goleman, D., 1995. Emotional intelligence. Bantam books, New York.
114. 74. Holmes, J.G. 1981. The exchange process in close relationships, p. 261-284. The justice motive in social behavior. Springer, US.
115. 76. Huang, L.-C. 2005. Floral product behaviors and their influence on consumer floral purchase frequency. HortScience 15:766-771.
116. 77. Huang, L.-C. 2007. Behavioral differences in prepurchase processes between purchasers of flowers for self use and for gift use. HortTechnology 17:183-190.
117. 79. Ipsos. 2005. Insight floral trends consumer tracking studying. 3 Oct. 2012,
118. 81. Kenrick, D.T. and M.R. Trost. 1989. A reproductive exchange model of heterosexual relationships: Putting proximate economics in ultimate perspective. Sage, Newbluy Park, CA.
119. 84. Lai, Y.-C. and L.-C. Huang. 2013. The effect of relationship characteristics on buying fresh flowers as romantic Valentine’s Day gifts. HortScience 23:28-37.
120. 86. Liao, L., A. Corsi, L. Lockshin, and P. Chrysochou. 2012. Can packaging elements elicit consumers’ emotional responses? EMAC 2012 Conference, Lisbon: 1-7.
121. 90. Minowa, Y. and S.J. Gould. 1999. Love my gift, love me or is it love me, love my gift: a study of the cultural construction of romantic gift giving among Japanese couples. Advances in Consumer Research 26:119-124.
122. 92. National Retail Federation. 2009. Valentine’s Day the 3rd largest retail holiday. 3 Oct. 2012, < https://www.clickatell.com/valentines-day-the-3rd-largest-retail-holi
123. day-1-06-billion-text-messages-sent-february-14-2009/ >.
124. 93. National Retail Federation. 2012. Consumer trends on Valentine’s Day. 3 Oct. 2012, < http://www. nrf.com/modules.php?name=Pages&sp_id=1211&op=printfri
125. endly&txt=Nat >.
126. 94. National Retail Federation. 2014. Consumers Keep Budgets In Check This Valentine’s Day. 10 Apr. 2014,
127. ewlive&sp_id=1759>.
128. 95. Netemeyer, R. G., J.C. Andrews, and S. Durvasula. 1993. A comparison of three behavioral intention models: the case of valentine's day gift-giving. Advances in Consumer Research 20:135-141.
129. 100. Polonsky, M.J., B. Donahay, B. Student, C. Neal, T.K.B. Student, T. Bowd, and A. Porter. 2000. Motivations for Male Gift Giving on Valentines Day, p. 1000-1004, ANZMAC 2000 Visionary Marketing for the 21 Century: Facing the Challenge.
130. 101. Porublev, E., J. Brace-Govan, S. Minahan, and C. Dubelaar. 2009. To wrap or not wrap? What is expected? Some initial findings from a study on gift wrapping, Melbourne, Australia 12/2.
131. 102. Porublev, E., S. Minahan, and C. Dubelaar. 2006. The consumption of gift wrapping, Australian and New Zealand Marketing Academy (ANZMAC) Brisbane, Australia.
132. 103. Reis, H.T. and B.C. Patrick. 1996. Attachment and intimacy: component processes. Guilford Press, New York.
133. 107. Rihn, A.L., C. Yue, B. Behe, and C. Hall. 2011. Generations X and Y attitudes toward fresh flowers as gifts: Implications for the floral industry. HortScience 46:736-743.
134. 113. Scammon, D. L., R.T. Shaw, and G. Bamossy. 1982. Is a gift always a gift? an investigation of flower purchasing behavior acrocc situations. Advances in Consumer Research 9.
135. 118. Shaver, P.R. and C. Hazan. 1988. A biased overview of the study of love. Journal of Social and Personal relationships 5:473-501.
136. 127. Stravinskienė, J., A. Rūtelionė, and V. Butkevičienė. 2008. Impact of consumer package communication on consumer decision making process. Engineering Economics 1(56):57-65.
137. 131. Wolfinbarger, M.F. and M.C. Gilly. 1996. An experimental investigation of self-symbolism in gifts. Advances in Consumer Research 23:58–62.
138. 132. Wolfinbarger, M.F. 1990. Motivations and symbolism in gift-giving behavior. Advances in Consumer Research 17:699-706.
139. 135. Yue, C. and B.K. Behe. 2010. Consumer color preferences for single-stem cut flowers on calendar holidays and noncalendar occasions. HortScience 45:78-82.
140. 136. Yue, C. and C. Hall. 2010. Traditional or specialty cut flowers? Estimating U.S. consumers’ choice of cut flowers at noncalendar occasions. HortScience 45:382-386.
141. 137. Yue, C., A. Rihn, B. Behe, and C. Hall. 2009. Consumer preference for flowers as gifts: Age segments, substitutes, and perceived risk. American Floral Endowment, Alexandria, VA.