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The Shopper Shrink: the psychology behind the perfect Christmas gift

Dr Paul Marsden is a chartered psychologist at Brand Genetics and UAL, specialising in consumer behaviour. Each month, he’ll be tackling a new phenomenon impacting the psyche of the nation’s shoppers and explaining the psychology behind their activities, habits and quirks.
The gifting season is upon us. For some, gifting is fun, for others it’s a fiasco. But don’t panic, psychologists have researched what makes a perfect gift, and it’s all fairly simple. In fact, the science of gifting comes down to following a simple six-point checklist.
To preface the perfect gift checklist, here’s a quick word of warning, don’t listen to the economists. Standard economics suggests that we should all just give cash as gifts, since this is the most efficient way of exchanging value. There are no awkward moments, useless gifts or wasted effort when you gift cash. Economists estimate that up to a third of a gift’s value is lost when it is gifted because of misundersta ....

Paul Marsden , Research Anthology , Brand Genetics , Sixs Checklist , பால் மார்ஸ்டன் , ஆராய்ச்சி ஆந்தாலஜி , பிராண்ட் ஜெநெடிக்ஸ் ,