The science of gift-giving

Consider whether material goods or experiences would be better gifts, and if your loved one has a wish list, heed it

Trying to find an ideal gift for a friend or family member, or at least, something that won't end up in the trash, is a perennial source of pre-holiday anxiety.

As it happens, behavioural science can offer some help.

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A version of this article appeared in the print edition of The Sunday Times on December 16, 2018, with the headline 'The science of gift-giving'. Print Edition | Subscribe