Research from the 1970s suggests that when we buy something as a gift, we spend more time shopping and seeking advice, as well as more money, than we would if we were using the item ourselves. When it comes to important presents – like buying a special anniversary gift that only happens a few times in a lifetime – high purchaser involvement can increase the amount of care and money that goes into the purchase, says Russell Belk, a professor of marketing at the University of York in Toronto, Canada. Other factors like social expectations can also influence when and why we spend more on gifts, he adds.
