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The social background of giving gifts
Gift-giving is a tradition found in nearly every culture. Whether it’s birthdays, holidays, or other special occasions, the exchange of presents plays a key role in strengthening social ties and showing our appreciation to others. But what motivates us to give gifts in the first place?
Gifts serve as symbols of affection, respect, and connection. By offering someone a present, we show that we value them and that they are on our minds. This doesn’t just reinforce existing relationships; it can also serve as a bridge to forge new connections. The principle of reciprocity plays a crucial part here: when someone receives a gift, they often feel inclined to give something in return. This creates a continuous cycle of exchange that deepens social interactions over time.
The brain and the ‘warm-glow’ effect
Beyond the social aspects, gift-giving also influences the workings of our brain. Research shows that generous behaviour activates specific reward centres. One study, for instance, found that participants who had promised to spend money on others displayed increased activity in the ventral striatum—an area linked to feelings of reward and happiness—when making generous decisions. This neural response partly explains why we feel so good about making others happy.
This sense of fulfilment is often referred to as the ‘warm-glow’ effect. It suggests that people experience an inherent pleasure from helping others, independent of any external recognition or tangible reward. The warm glow is associated with the release of oxytocin, sometimes called the ‘cuddle hormone’, which fosters feelings of trust and connection. Its presence not only strengthens our social bonds but also contributes to a more enduring sense of contentment after giving a gift.
Generosity across the lifespan
Interestingly, generosity appears to increase with age. A study indicated that older adults tend to be more inclined towards altruistic behaviour, possibly due to greater empathy and a heightened sense of social responsibility. This trend suggests that life experience and a broader perspective on social relationships may encourage a stronger willingness to give as we grow older.
Conclusion
Gift-giving is more than a social habit; it has profound psychological and neurological implications for our well-being and for strengthening the relationships we hold dear. As we are searching for the perfect gift, it is worth remembering that happiness can be found in the very act of giving. By selecting gifts thoughtfully and attentively, we can bring joy to others while also enriching our own sense of fulfillment and connection.
Author and translation: Hilde Althof
Buddy and editor: Lucas Geelen
Editor translation: Siddharth Chaturvedi
Image by Ekaterina Shevchenko via Unplash
