研究表明,送礼人似乎比收礼人更重视他们自己买的礼物。这种差别似乎源于一个简单又不合时宜的理念,即经过深思熟虑的礼物就是最好的礼物。但实际却并非如此。事实上,它们可能是最差的礼物。你在一个礼物上花费的心思越多,就越不可能买到对方真正想要的礼物。
During all kinds of holidays, millions of people will buy gifts for loved ones. Which is great—except that tons of those people will make the same glaring mistake, and buy the wrong gift.
Roughly 10 percent of gifts are returned each year—and the percentage of unwanted gifts is surely higher given that nice people may not want to return presents. What’s going on?
Gift buying has become a deceivingly selfish pursuit. We don’t actually look for things people want to receive. Instead, and to many of our gifts’ detriments , we tend to look for things that we want to give. It’s a subtle , but pretty significant problem.
The research says so.
“Gift givers want to prove how well they know a person by choosing a thoughtful gift,” Mary Steffel, an assistant professor at the University of Cincinnati whose research has focused on gift-giving. “But people aren’t very good at anticipating what others want.”
Research has shown that givers tend to value the gifts they buy considerably more than recipients. Gifts are valued roughly 10 to 33 percent less by recipients than what givers paid for them, Joel Waldfogel noted in Scroogenomics: Why You Shouldn’t Buy Presents for the Holidays , his 2009 book on gift-giving.
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