These are the world’s best gifts to give, according to science.
We’ve had thousands of years of practice, but humans still have a lot to learn about the art and science of gift giving.
Our gift-giving fumbles can have real consequences: billions of wasted dollars, stress and anxiety experienced by both the giver and receiver, and, in the worst-case scenario, ruined relationships. Is it any wonder that December is one of the most popular times for romantic relationships to end?“People are spending billions of dollars in the wrong way,” said Julian Givi, an assistant professor of marketing at West Virginia University who has published several papers on gift giving.
“People are spending billions of dollars in the wrong way.” Julian Givi, assistant professor of marketing at West Virginia University Elanor Williams, associate professor of marketing at Washington University in St. Louis, was inspired to study this phenomenon after one particularly disappointing gift exchange with her parents. She had given her mom and dad a gift wish list of mundane items she wanted, like a carrot peeler, non-slip yoga mat and electric tea kettle.
One of the examples in the study had gift givers choosing between giving a friend a large framed high-quality photo of their favorite musician, versus giving them a smaller, lower-quality framed snapshot of the two friends together on a day they had a lot of fun together. The two choices were equally priced. Though recipients generally preferred the more sentimental snapshot, most givers chose to give the superficial gift of the musician photo.
Someone who owns an older Apple AAPL, -0.09% iPhone, for example, might not want to give their brother the newer model because it would make them feel less pleased with their own phone and be envious, Givi said. Likewise, we sometimes don’t like to give gifts that are identical to items we already own, because the gift giver may feel less unique, his research suggests.Several studies suggest experiences provide more lasting happiness than material possessions.
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