6 Ways to Give Better Gifts – Based on Science

Opt for sentimental gifts instead of catering to the recipient’s specific interests.

The act of gift-giving has a significant impact on relationships. According to Julian Givi, an assistant marketing professor and author of numerous gift-giving studies, gifting can bring people together or drive a wedge between them, so it’s important to get the custom right.

Most gifts people receive end up in a “black hole of forgotten belongings,” but if you give a gift with sentimental value to the recipient, they’re more likely to treasure it. While people usually choose a gift that they believe aligns with the recipient’s tastes and preferences – for example, a jersey from a favorite sports team – Givi’s research indicates that people are more likely to cherish sentimental gifts that help them feel connected to loved ones and life events – for instance, a photo album filled with carefully curated pictures.

Don’t go overboard on personalization.

When you fixate on aligning gifts with recipients’ interests, you risk overloading them with items they won’t use. For example, imagine...