The Psychology of Giving: Why Gifting Matters
The practice of gifting has existed since the beginning of human existence, with our closest ancestral relatives showing evidence of giving gifts. Research shows that cavemen gave presents like unusually shaped rocks or animal teeth to improve social relationships and show their appreciation to others.
Brain imaging suggests that exchanging gifts activates salient portions of the brain affiliated with reward and pleasure. These brain areas also stimulate the neurotransmitter dopamine, which posits that giving gifts to other people can be a rewarding experience that brings happiness to both the giver and the receiver. Also, when we give gifts, we experience a release of serotonin, dopamine, and oxytocin — a combination often referred to as a “helper’s high” — because it makes us feel good. Furthermore, a psychological term called “vicarious reward” connotes that when we witness something positive happening to another person, we also vicariously feel that person’s pleasure. We can then capitalize on this phenomenon and make ourselves happy by doing good deeds for others, including giving gifts. The Cleveland Clinic reports that this uplifting physiological response not only contributes to lower blood pressure and increased self-esteem but also plays an important role in reducing feelings of depression. Again, the social exchange theory posits that human interactions are based on exchanging gifts and reciprocity. Gift-giving is, therefore, a form of social exchange where the giver provides a gift and receives reciprocation through gratitude, friendship, or another gift. This reciprocal nature of gift-giving helps maintain balance in relationships and fosters mutual respect and cooperation, making us feel connected and part of a larger social fabric.
A study led by social scientists at the University of Zurich in Switzerland entailed giving 50 people $100 and instructing half of them to spend it on themselves and the other half to spend it on someone else over the duration of four weeks. The scientists performed functional magnetic resonance imaging (fMRI) to observe and measure brain activity associated with generosity and pleasure during a social sharing task. They discovered that those who spent money on other people had more generous and fair interactions with others and reported higher happiness levels after the experiment.
To maximize the impact of gift-giving, the giver should make an effort to
understand the recipient’s preferences, interests, and needs. A thoughtful gift shows that time and attention have been taken to observe a person’s likes and values, making the gift more meaningful and appreciated. Also, the element of surprise can enhance the joy and excitement of receiving. Unanticipated gifts show spontaneity and genuine thoughtfulness, which can deepen the emotional impact. Personalized gifts also have a unique charm because they show thoughtfulness. Items like customized bracelets, monogrammed hoodies, or artwork also evoke gratitude and a deep appreciation from the receiver.
At African Gift Shop, we stock an array of gifts for every occasion. Our gifts are globally accepted and well-received in many world cultures. Our handmade gifts are exceptionally crafted to appeal to your aesthetic and practical side. We offer an eclectic range of African-themed gifts, from handmade bags, sneakers and boots to our hoodies and bracelets. To shop from our bouquet of hand-crafted gifts, please visit us at www.myafricangiftshop.com.
