[Cato Institute]
Good news for those still shopping: Finding the right gift isn't so hard, writes Arthur Brooks, who distills some advice from social science research:
Give experiences:
While economists are busy ruining their marriages with cash and blenders, marketing experts have long found that people get the most satisfaction from "useless" experiences that have emotional impact, like going on a beautiful bike ride. Researchers believe this is especially true for older people, who derive much more pleasure from experiences than possessions.
How to use this fact? Tell Grandma that you were planning to buy her a Mercedes, but after reading some social science research, you have decided to take her to the park instead. She might look a little disappointed, but no doubt in her heart she will be glad.
Embrace regifting:
[S]cholars at Carnegie Mellon recently demonstrated that we're more likely to give practical gifts that seem personal (such as a jersey for the recipient's favorite football team) than sentimentally valuable ones (say, a cherished photo we have had for years). However, they also found that recipients would actually prefer to receive fewer practical gifts and more sentimentally valuable ones.
So if a friend gives you something you truly love and you think it will make someone else happy as well, feel free to regift it. On the other hand, if it's a fruitcake, you're fooling no one. Toss it.
Wrap it up:
Early this year in the journal BMC Evolutionary Biology, researchers showed that some male spiders — Paratrechalea ornata, to arachnologists; "fuzzy brown ones" to the rest of us — give food gifts to prospective mates that are nutritionally worthless but wrapped ornately in the silk produced by their bodies. Imagine giving your beloved a chicken nugget meticulously wrapped in beautiful fabric, and you get the idea. Apparently for spiders, as for humans, it's the wrapping that counts, because the worthlessness of the gift inside did not affect the receptivity of the female. [American Enterprise Institute]
Have a Merry Christmas!
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