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A Behavioral Scientist’s Guide to Gift-Giving | Yale School of Management

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Giving the right gift is difficult, in part because givers and receivers don’t necessarily agree on what “right” means. Research out of YCCI and new developments in the behavioral science of gift-giving shed light on the source of this disagreement.

With the holiday gifting season in full swing, consumers are spending less than they have in years past. The idea of gifting the “wrong” thing looms large when every dollar is spent judiciously. This year, YCCI has compiled five tips informed by behavioral science on how to pick the perfect gift. Tip #1: Givers approach gifting differently from the recipient. In part, the challenge of gifting the right gift results from an interesting disjunction between those who are giving and those who are receiving—an area explored in a 2014 study published in the Journal of Consumer Research . “Gift giver

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