(NYTIMES) - On Christmas morning, a husband quietly apologises to his wife that his gifts this year are humble - money is tight. She bravely affirms that she loves the pyjamas and sweater. Later, as the children play with their new toys, the husband reveals one last gift box, in which the wife discovers a diamond necklace. She squeals with astonished delight.
This advertising trope is not just cloying. It also feeds five false beliefs people commonly hold about what makes gift recipients happy.
Already a subscriber? Log in
Read the full story and more at $9.90/month
Get exclusive reports and insights with more than 500 subscriber-only articles every month
ST One Digital
$9.90/month
No contract
ST app access on 1 mobile device
Unlock these benefits
All subscriber-only content on ST app and straitstimes.com
Easy access any time via ST app on 1 mobile device
E-paper with 2-week archive so you won't miss out on content that matters to you