Research reveals that personalized gifts evoke a unique emotional response in recipients, generating 'vicarious pride' and increasing feelings of self-esteem and appreciation.
Research shows that personalization can transform a gift from a mere object into a more meaningful experience that raises recipients' self-esteem and makes them feel more cherished. There is joy in giving but research from the University of Bath shows that personalization can transform a gift from a mere object into a more meaningful experience that raises recipients' self-esteem and makes them feel more cherished.
Researchers in the UK, France and Switzerland demonstrated that personalized gift giving invoked a unique emotional response, generating what they dubbed 'vicarious pride' on the part of the recipient. 'Gift-giving is an age-old tradition, but in today's world, personalization has become a powerful way to make gifts stand out. Our research paper explores why customised gifts are so appreciated by recipients,' said Dr Diletta Acuti, marketing expert at the University of Bath School of Management. 'Vicarious pride is a sense of satisfaction that mirrors what the giver feels after having put thought and effort into creating something unique. Imagine your friend personalising a chocolate bar with your favourite flavours on the wrapper or writing your name on a leather journal. You don't just appreciate the care and intention they put into crafting that gift; you also feel a sense of pride, as if you yourself had achieved something special. Researchers from the University of Bath, emlyon and SKEMA business schools in France, and Universita della Svizzera italiana (USI) in Lugano conducted four experimental studies. In the first, 74 participants gifted clothes to a friend -- some personalised. Gift appreciation was assessed by asking recipients to change any items of the gift they did not like. Recipients of personalized gifts changed fewer outfit items, reflecting greater appreciation. In the second study, researchers showed 134 participants videos of T-shirt selection processes -- one showing gift customisation, the other a gift selection made by surfing different website
PERSONALIZATION GIFTS EMOTIONS RECIPIENTS SELF-ESTEEM
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