A study found that receiving a gift created with effort causes “vicarious pride”, a very good feeling, which requires creativity (and not so much time).
“Gift-giving is an ancient tradition, but in today’s world, personalization has become a powerful way to make gifts stand out,” he explains. Diletta Acutimarketing expert at the University of Bath.
“One not only appreciates the care and intention the person put into crafting the gift, she feels them“, says the teacher, quoted by
One published in Psychology & Marketing in May this year, led by Marta Pizzettishows that the personalized products trigger an emotional phenomenon called “vicarious pride”.
Recipients of personalized gifts therefore feel the same pride that your friends or family felt when creating them.
One study participant used a mug and wristwatch as gifts, and researchers confirmed that personalization not only increased appreciation but also improved the self-esteem of recipients.
Recipients were asked to indicate which items, if any, they would change. In the case of personalized gifts, recipients suggested fewer changes to their gifts, suggesting greater appreciation.
And more: No need to invest a lot of time in the present — just think about the person. Whether the caregiver spent a lot of time or just a few minutes personalizing the gift, the recipients experienced similar levels of vicarious pride.
Acuti recommends: “When choosing a gift, personalization can be a game changer. But it’s not just about selecting a customizable option: it’s also it is necessary to communicate this effort to the recipient.”
“Share the reason you chose the gift elements or the reflection dedicated to it will make the recipient appreciate it even more. In fact, this additional effort helps you connect with the pride you felt in your choicesmaking the gift even more meaningful”, he concludes.
