Culture

Study reveals the science behind holiday gift giving.

December, 28, 2024-04:20

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Study reveals the science behind holiday gift giving.

For example, gift shoppers choosing between brands that align with different political opinions - such as liberal Starbucks versus conservative Black Rifle Coffee - will let the gift receiver's political preference sway their decision.
In fact, political party played a bigger role in gift selection than the type of product

Those included others' music taste, art preferences and how much they enjoy experiences versus material goods. 'Each study reveals a similar pattern: Participants assume political cues are far more impactful on others than they actually are,' Justin Pomerance, a professor at the University of New Hampshire, said.

'This overestimation holds true across a variety of consumer choices, from music and art to more personal purchases like gifts.'
The election has laid political opinions bare just in time for the holiday season, and science suggests this could have a big impact on gift giving. In the first study, participants created two music playlists: one for themselves, and one for another person.

When selecting songs for themselves, only 58 percent came from artists who aligned with their political ideology. But when making a playlist for someone else, 64 percent of the songs matched the other person's leaning. The second study, which asked participants to choose paintings for themselves and another person, yielded similar results. They chose politically aligned art for others more frequently than they did for themselves.

The other three studies followed this same format. The researchers asked participants to choose an item they would like to purchase for themselves and one for someone else and predict how much others would enjoy experiences versus material goods. The researchers found that personal politics played a bigger role when people were purchasing gifts, because in that case, people were making a decision based on how they think others feel

The researchers found that personal politics played a bigger role when people were purchasing gifts, because in that case, people were making a decision based on how they think others feel
'But it's also OK to not take a stand. The research indicates you're not necessarily missing out.'