If it is better to give than to receive, a study from the University of Toronto (Canada) shows thatIn the event that we want to give something as a gift, it is much better to offer an experience than an object or gift itself.
Cindy Chan’s study, published in the journalJournal of Consumer Research, concluded thatExperiential gifts are more effective than materials to enhance relationships from the recipient’s perspective.
“The reason experience-related gifts are more socially connected is because they tend to be more emotionally evocative,” says Chan. “Such a gift elicits a strong emotional response when consumed by a recipient, such as the fear and dread of a safari adventure, the thrill of a rock concert, or the tranquility of a spa, and is more intensely emotional than a material possession “.
The research, co-authored with Cassie Mogilner,looks at how the relationships between the gift giver and the recipient were affected in four separate studies.
While previous research has focused primarily on how much recipients enjoy certain gifts, this research focused on exploringthe pro-social consequences of the consumption of gifts,That is, how effective gifts are in building relationships.
This is an important issue because households spend approximately 2% of their annual income buying gifts.
Those considering material gifts can also highlight the experience it provides, Chan notes. Giving a friend a music hard drive or flash drive that reminds them of a concert you’ve enjoyed together can mimic the same effect as the actual concert experience.
In one of the studies, Chan found that emotionally evocative gifts can also strengthen relationships. Material emotional gifts such as a framed photo or jewelry engraved with a message of love can be very effective gifts in that regard.
So what advice would be the best for gift buyers and sellers ahead of the holiday season?
“ Consider someone’s favorite hobby or something new that you’ve always wanted to do. Sellers should also package experimental gifts in a way that makes it easier for recipients to consume so they don’t have to be tied to using the gifts for a particular day or time. “, says the expert.
So now you know, if you want to give something to make that person feel closer to you, give them an experience.
