Presents with presence: The role of memory and essence in heirloom gift appreciation
Gift-giving is common between family members, but often a source of stress when trying to find the perfect present. While previous research suggests that sentimental gifts are highly appreciated, the specific reasons behind this preference remain unclear. Our study aimed to explore the unique value of sentimental gifts, particularly heirlooms, by examining their "memory value" (reminding recipients of loved ones and past events) and "essence value" (carrying a spiritual presence of previous owners). Understanding these values can provide guidance for those seeking to give meaningful gifts that will be well received.
Three experiments showed that heirloom gifts are more appreciated than newly purchased items. The first experiment showed that heirlooms are liked more for their memory and essence values, which is absent from gifts that were purchased. The second experiment confirmed that items used by previous owners are valued more than those merely owned but not used, due to their higher essence value. This is a psychological effect known as “spiritual contagion,” where people believe that an individual’s essence can exist within objects they have used and touched in the past. Think of the high value people place on objects previously owned by a celebrity. This is the same concept, but applied to heirloom gifts, which were once owned and used by a loved one. The third experiment revealed that even newly purchased items could gain increased appreciation if framed as future heirlooms, intended to be passed down to future generations. These findings highlight the importance of prior contact with an item in boosting its sentimental value.
Our findings suggest practical implications for both gift-givers and marketers. For givers, emphasizing the sentimental history of a gift, whether an actual heirloom or a potential future heirloom, can increase its appreciation. This approach can reduce the stress associated with gift selection and since it is likely an item you already have on hand, it will also save some money. This is also a more sustainable approach to gifting, encouraging the upcycling of items rather than buying new. For marketers, promoting products as potential future heirlooms can also increase its appreciation, as the receiver recognizes that their memory and essence can one day live on in that item when they pass it on.
Overall, heirloom gifts have always been recognized as highly appreciated gifts, yet our research identifies the psychological mechanisms that make these gifts such cherished items, providing insights for those looking to give more meaningful presents. By understanding and leveraging the memory and essence values of heirlooms, we can enhance the appreciation of our gifts.
Ali Tezer, Matthew Philp, Ethan Pancer & Queenie Zhu (2024). Presents with presence: The role of memory and essence in heirloom gift appreciation. (external link) Psychology & Marketing.