Personalized gifts create lasting emotional connections and enhance self-esteem

Researchers in the UK, France and Switzerland demonstrated that personalised gift giving invoked a unique emotional response, generating what they dubbed 'vicarious pride' on the part of the recipient.

"Gift-giving is an age-old tradition, but in today's world, personalisation has become a powerful way to make gifts stand out. Our research paper 'You designed that yourself for me? Vicarious pride in customized gift exchange' explores why customised gifts are so appreciated by recipients," said Dr Diletta Acuti, marketing expert at the University of Bath School of Management.

"Vicarious pride is a sense of satisfaction that mirrors what the giver feels after having put thought and effort into creating something unique. Imagine your friend personalising a chocolate bar with your favourite flavours on the wrapper or writing your name on a leather journal. You don't just appreciate the care and intention they put into crafting that gift; you feel them," she said.

Researchers from the University of Bath, emlyon and SKEMA business schools in France, and Universita della Svizzera italiana (USI) in Lugano conducted four experimental studies.

In the first, 74 participants gifted clothes to a friend -- some personalised. Gift appreciation was assessed by asking recipients to change any items of the gift they did not like. Recipients of personalised gifts changed fewer outfit items, reflecting greater appreciation.

In the second study, researchers showed 134 participants videos of T-shirt selection processes -- one showing gift customisation, the other a gift selection made by surfing different websites. The study found appreciation was higher in the case of the customised gift, regardless of the time and effort the giver put into the process.

Studies 3 and 4, conducted online with a mug and wristwatch as gifts, confirmed that customisation increased appreciation and enhanced recipients' self-esteem.

"The results showed that, when choosing a gift this festive season, personalisation can be a game-changer. But it's not just about selecting a customisable option: you also need to communicate that effort to your recipient," Dr Acuti said.

"Sharing why you chose elements of the gift or the thought that went into it will make the recipient appreciate it even more. Indeed, this additional effort helps them to connect with the pride you felt in your choices, making the gift even more meaningful," she said.

The study noted that personalisation also had implications for sustainability, as recipients were more like to take care of gifts that they valued more. Brands could benefit too by helping buyers to highlight their personal touch.

"Using 'made by' signals -- such as including the giver's name, a short message about the process or a visual representation of the customisation -- can make things even more impactful. These small additions reinforce the emotional connection between the giver and the recipient," Dr Acuti said.