Scientists have studied the psychology behind the Christmas gift-giving custom. And they have discovered, among other things, that narcissistic individuals buy great gifts, both for others and for themselves, in order to stand out from the crowd and make others feel that they "are unique." Hence, they are more likely to purchase and gift their family and friends with limited edition products , as explained by Aiden Gregg, from Southampton University (United Kingdom), co-author of a recent study on the matter. "It's as if, in gifting, narcissists are trying to make those around them as special as they consider themselves to be," suggest Gregg and his colleagues.
On the other hand, recent US research published in the Journal of Consumer Research revealed that more is not better when it comes to gifting . Specifically, if in a package we add a cheap gift to a more expensive one – something that those who give away tend to prefer if they have purchasing power – the positive effect of the second on the recipient is reduced. In other words, the recipients of a present will appreciate a more expensive gift more if it is the only one they receive . This is what is called the "giver's paradox."
