A new study reveals that personalized gifts foster deeper emotional connections and elevate self-esteem among recipients. Learn how customization transforms gift-giving into a more meaningful experience.
There’s a unique joy in giving, but new research suggests that personalization can elevate a gift from a simple object to a deeply meaningful experience. The study, published in the journal Psychology & Marketing, demonstrates that personalized gifts not only boost recipients’ self-esteem but also make them feel more cherished.
A team of researchers from the University of Bath, emlyon and SKEMA business schools in France, and Universita della Svizzera italiana (USI) in Lugano explored the emotional response called ‘vicarious pride’ that recipients feel when receiving a customized gift.
“Gift-giving is an age-old tradition, but in today’s world, personalization has become a powerful way to make gifts stand out. Our research paper … explores why customized gifts are so appreciated by recipients,” Diletta Acuti, a marketing expert at the University of Bath School of Management, said in a news release.
“Vicarious pride is a sense of satisfaction that mirrors what the giver feels after having put thought and effort into creating something unique,” she added. “Imagine your friend personalizing a chocolate bar with your favorite flavors or writing your name on a leather journal. You don’t just appreciate the care and intention they put into crafting that gift; you feel them.”
The research, comprising of four experimental studies, tested how personalization affects gift appreciation.
In one experiment, 74 participants gifted clothes to a friend — some of which were customized. Gift appreciation was measured by how little the recipients altered the gifted items. The study found that recipients of personalized gifts made fewer changes, indicating greater satisfaction.
Another experiment involved 134 participants watching videos demonstrating either a custom T-shirt creation or a T-shirt selected from various websites. Appreciation was consistently higher for custom gifts, regardless of the time and effort the giver invested.
Further studies involving a customized mug and wristwatch also confirmed that personalization increases appreciation and boosts self-esteem among recipients.
Acuti emphasized the practical implications of these findings for the upcoming festive season.
“The results showed that, when choosing a gift this festive season, personalization can be a game-changer. But it’s not just about selecting a customizable option: you also need to communicate that effort to your recipient,” she added. “Sharing why you chose elements of the gift or the thought that went into it will make the recipient appreciate it even more. Indeed, this additional effort helps them to connect with the pride you felt in your choices, making the gift even more meaningful.”
The study also noted sustainability benefits, highlighting that recipients are more likely to care for personalized gifts they value. Brands could leverage this by incorporating ‘made by’ signals — like the giver’s name, a short message or a visual representation of the customization — to enhance the emotional connection between the giver and the recipient.