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Experts explain that people concentrate upon what a present represents rather than its utility when giving gifts.
Holiday shopping is all about sharing and giving gifts to all your loved ones, showing gratitude and respect for your relatives and friends who were always by your side. But, usually, when you go shopping you find it impossible not to stress yourself, thinking that you may buy a bad gift. Even if you have the best intentions, sometimes you might end up buying something that will not suit your dear friend.
A new study developed by scientists from Carnegie Mellon University’s Tepper School of Business has proved that one cause which lies at the foundation of bad-gifting is the desire to delight our friend or relative on a short term. We usually do not tend to think about buying something that will serve them for a long term, always bringing satisfaction when using it.
Jeff Galak, an associate professor and also the co-author of this study, has stated that when a person goes shopping, he or she thinks about giving gifts that would make their friends smile immediately. Even if sometimes we may not be aware of this idea, the facts prove it that we, buyers, tend to think that we want to make our friend happy the moment he or she opens the present.
Of course, that aiming for your friend’s smile when opening the gift is something amazing, but gift-givers who want to bring an unforgettable gift, they need to think about its utility. A person does not traditionally desire an instant gratification present, but a gift which is bound to be used for a long time.
We know that giving gifts should be a selfless act. Let’s face it that we might feel anxious when your friends or family is unwrapping the presents. Nicole Coleman, an assistant professor of business administration at Pitt’s Joseph M. Katz Graduate School of Business, claimed that very often buyers are prone to choose gifts which may reflect the relationship between them and their loved ones, regarding some specific facts that the giver knows about their friend or other personal data.
This type of gift may transform into a significant reason to smile for the recipient, but also for the giver who is thrilled that he or she bought a gift that brought joy to their loved one. Mainly, the provider avoids thinking about the utility of the gift, focusing on what the present represents.
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