Presentation matters: The effect of wrapping neatness on gift attitudes

in Arts/Culture

University of Nevada, Reno researchers explore how wrapping gifts too neatly inflates the expectations of the gift inside.

As the holiday season approaches, the pressure to find the perfect presents for friends, family, co-workers and acquaintances continues to increase. But, what about how the gift looks when it’s presented? According to Jessica and Brett Rixom, researchers at the University of Nevada, Reno, the way people wrap presents can impact the expectations of the item under the wrapping.

Each year, Americans spend more than $3.2 billion on gift wrapping, yet little was known about the effects of gift wrapping on how recipients react to the gifts inside. While some may expect that the neater the wrapping of the present, the higher the satisfaction with the gift, their research finds the opposite is true.

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