价格折扣是商家惯用的促销策略之一，以往学者集中讨论了为自己决策情境下价格折扣的有效性，但未能深入研究送礼情境下代替他人做决策时价格折扣的负面效应及其反转效应。基于此，本文通过1个预实验和4个正式实验发现：在为他人购买礼品时，送礼人对有（vs.无）价格折扣礼品的购买意愿更低；社交风险感知在其中起部分中介作用。该主效应在远社交距离和高价格信息可获得性的情景下存在，但在近社交距离下消失，在低价格信息可获得性时反转。研究结论不仅对礼品和价格折扣的知识结构给予补充和完善，而且还为商家对礼品的定价提供了参考和指导。

Price discount is one of the usual promotional strategies used by merchants. Previous scholars focused on the effectiveness of price discount in the context of making decisions for oneself, but failed to deeply study the negative effects and reverse effects of price discount in the gift-giving context of making decisions for others. Based on this, through the design of 1 pre-experiment and 4 formal experiments, the results show that: when buying gifts for others, the gift giver has lower intention to purchase gifts with (vs. without) a discount; social risk perception plays a significant mediating role. This main effect would be robust in situations with greater social distance or higher price information accessibility, but would disappear at closer social distance and would reverse when price information accessibility were low. The findings not only supplement and improve the knowledge structure of gifts and price discounts, but also inform and guide merchants’ pricing of gifts.