Face consciousness: the impact of gift packaging shape on consumer perception

Purpose This study aims to shed new light on the effect of gift packaging shape, specifically the distinction between horizontal and vertical orientations, on the face consciousness of both gift givers and recipients. The underlying mechanism of the main effect is examined, focusing on the perception of social status symbols. In addition, downstream outcome variables were included in the study to explore the effects of gift package shape on willingness to buy (WTB) and word-of-mouth (WOM) in the giver and receiver contexts, respectively. Furthermore, these effects were repeatedly verified in both China and the USA, revealing the significance of cultural differences. The study also investigated the moderating effects of an individual’s power state (low or high power) on the giver’s face consciousness. Design/methodology/approach Six studies were conducted to address the research objectives. Study 1 compared the gift givers’ face consciousness of a gift when presented with vertical package shapes versus horizontal. Subsequently, Study 2 investigated whether consumers’ perception of social status symbols mediates the effect of gift package shape on gift givers’ face consciousness. Study 3a expanded the conceptual model to include the downstream outcome variable of WTB in the context of gift-giving. Study 3b was validated with American participants, revealing the influence of cultural background differences on face consciousness. Study 4 introduced a gift-receiving context to investigate the chain-mediated effects of gift package shapes on consumer WOM. Lastly, Study 5 critically examined the boundary effect of personal power states on the interaction between the gift givers’ face consciousness and WTB. Findings The results indicate that gift givers and recipients attribute higher face consciousness to gifts with vertical package shapes compared to horizontal ones. In addition, consumers’ perception of gifts as status symbols was the underlying mechanism driving the impact of gift packaging shape on face consciousness. Furthermore, the face consciousness for gift packages of vertical shape was enhanced when people were in lower-power states as opposed to higher-power states, subsequently leading to an increase in the WTB. Research limitations/implications The research is limited to an online virtual brand study; future field studies could be conducted to enhance the authenticity of the participants’ gift-giving experience and the overall external validity of the studies. In addition, gender-based stereotypes and the relationship between the giver and the receiver (transactional or intimate) may also influence the relationship between gift package shapes and face consciousness. Practical implications The practical implications of this research focus on three points. First, gift brand managers should strategically employ vertical package shapes to signal high-end attributes and evoke face consciousness among consumers, aligning with the psychology of both givers and recipients. Second, managers must consider consumers’ power states in gift-giving scenarios, tailoring packaging recommendations to the dynamics between givers and recipients to maximize market share. Last, cultural differences in face consciousness, particularly between Asian and Western cultures, necessitate that managers adapt packaging designs to respect and enhance the social status of both givers and recipients in culturally sensitive ways. These findings underscore the importance of understanding and integrating consumer psychology, power dynamics, and cultural nuances into gift packaging strategies to boost market share. Originality/value The research contributes to understanding the impact of gift packaging shape on the perception of face consciousness among both gift givers and recipients. It highlights the mediating role of social status symbols and extends its scope by examining downstream effects such as WTB and WOM. It explores individual power states as a moderating factor, revealing how personal dynamics influence perceptions of face-saving consciousness. Also, the cross-cultural validation of these effects in China and the USA underscores the importance of considering cultural differences.