Storytelling helps connect consumers to other people and places, adding a personal and experiential component to a tangible good and giving it an aura of authenticity.
It’s the thought that counts when it comes to exchanging presents, right? So why is it so hard to choke back your resentment when you unwrap a diet book? A snow shovel? Or a coffee-maker from someone who knows you only drink tea?
To you, gift-giving is a mildly stressful holiday chore. To researchers who study consumer psychology, it’s a fascinating way to learn more about human nature.