Archive for December 2nd, 2021

Service of Choosing Gifts

Thursday, December 2nd, 2021

‘Tis the season: Will you, too, be scratching your head to find perfect gifts?

Some of Evan Polman’s findings may shed light on final decisions. He reported them in “That Product Will Work Well for You. But for Me? Not So Much,” in The Wall Street Journal. Dr. Polman is associate professor of marketing at the Wisconsin School of Business in Madison.

“In 15 studies involving thousands of participants, we found that people believe that scores of products—including moisturizer, granola bars, calendars and online classes—will have a greater positive effect on others than on themselves.” The less familiar the product, wrote Dr. Polman, the stronger this belief. [He observed that some think medicines work better for others hence they opt to overdose, which obviously isn’t healthy…but I digress.]

Dr. Polman wrote: “When buying gifts for others, for example, we might worry less about whether something will be as effective as advertised because we assume it will have a relatively positive effect on the recipient.” That’s why, he posited, gifts are less practical and more creative than what most would buy for themselves. “This would suggest that people have a blind spot when choosing gifts for others, preferring gifts that dazzle in the short run but have less usefulness in the long run.”

I don’t think this happens when buying gifts for children who often have their hopes pinned on specific toys or games. Fanciful substitutes won’t do.

His research also has impact on a company introducing new products or entrepreneurs launching a business: “New products—and businesses—often fail, and this could be because marketers and entrepreneurs overestimate the benefits that their products will have for others.”

Given that the recipient already owns the basics, do you look for something special that is considered a treat, even an extravagance, that a beneficiary wouldn’t buy for him/herself? An example could be as simple as a luxury Swiss or Belgian hot chocolate powder vs. a generic grocery store brand that might already have a place in the pantry. Wouldn’t this also explain how people choose gifts, even if they don’t exactly “dazzle,” in Dr. Polman’s words? How do you decide?

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