This Is Why Men Buy Cheap Valentine’s Gifts - Even If They Love You
If your other half hands over a slightly, ah, disappointing gift this Valentine’s day, don’t despair.
A new study by the Chicago Booth School of Business suggests that people don’t always choose cheaper options because they don’t care.
In fact, it’s much more complex than that.
In tests, gift buyers were MORE likely to short-change people if they felt very close to them emotionally.
The researchers write, ‘We dub this the ‘friendly taking effect’ because such overt taking behavior is actually rooted in a friendly intention, that is, concern for the total benefit.
‘The gift-giver may see himself and a close friend as a unit–and choose the best total gift for the unit rather than for either individual.’
The benefit for the unit might include - sadly for the person receiving the gift - any money saved by going for a cheaper option.
University of Chicago volunteers went through an experiment where they shared gourmet chocolates with close friends - and with people they didn’t know.
The 63 volunteers were more likely to short-change their partner if it was someone they WEREN’t close to.
