You make your list and check it twice but do you ever stop to think about the people on your list and what they mean to you? Goizueta professor Morgan Ward has done extensive research on the psychology behind giving a gift. Ward says people choose gifts that show the relationship between the giver and receiver. She says, “Close friends are more likely to choose things that reference the recipient’s lesser known preferences or interests.” Ward’s research finds purchasing a gift that references an important shared experience, interest or trait can signal the closeness between two individuals.
Ward says there are three goals of gift giving.
- Please the recipient
- Represent the giver to the recipient
- Select something that will represent the relationship between the gift giver and the recipient
Many times making a holiday list is overwhelming, because knowing what someone wants is difficult. However, Ward says there are many ways to make sure a gift is wanted. The retail market has taken on the chore of finding the perfect gift by offering gift registries and wish lists. However, economists claim the most thoughtful gift is the gift of money because the recipients can purchase whatever they want. Ward says “givers are often uncomfortable with cash gifts and so as a compromise, purchase gift cards which show some thought and effort went into the selection.”