Psychology of gift-giving

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Gift-giving is a significant aspect of consumer behavior, as we frequently purchase gifts for various occasions such as holidays, birthdays, and milestones. This practice is not only economically important but also a complex psychological phenomenon that involves both voluntary expression and social obligation. The act of giving gifts can lead to joy but also stress, particularly in the quest for the perfect present and the disappointment when expectations are unmet. The book explores key findings from psychological research on gift-giving, addressing questions such as the 'secret' rules we follow in giving and receiving, the messages conveyed through our gifts, and how factors like price and empathy affect satisfaction. It also discusses common pitfalls in romantic gift-giving and the appropriateness of monetary gifts. To enrich the presentation of psychological insights, the author references gift-giving moments in literature by notable authors, which help illustrate and deepen the understanding of the emotional experiences tied to giving and receiving gifts. The author, Prof. Dr. Dr. h. c. em. Bernd Stauss, previously held the Chair of Service Management at the Catholic University of Eichstätt-Ingolstadt.