When we’re having a bad day, what can our loved ones do to help us? It seems like giving us some chocolate.
A study of more than 3,600 people found that a sweet gift was more beneficial during difficult times than a listening ear.
This is because gifts are perceived as a greater “sacrifice” since they are more focused on benefiting the recipient than the giver.
In an experiment conducted by researchers at Canadian business school HEC Montreal, the State University of New York-Albany and Duke University in the United States, people were asked to imagine that someone had crashed their car and that they had contacted a friend for help.
Those who were told that their friend was not free to talk, but would send them a gift instead, felt better than those who were told their friend would call them.
A sweet treat can be a great pick-me-up for someone after a tough day, according to a new study (file photo)
In the study, those who received a gift of chocolate instead of a conversation said they felt better and that their partners had made a greater sacrifice.
In another experiment, individuals in a couple were asked to tell their partner that they needed emotional support.
Partners were then randomly assigned to respond with a small chocolate gift or by having a brief conversation with them.
Those who received the gift said they felt better and felt their partner had made a bigger sacrifice than those who had a conversation.
Lead researcher Holly Howe, an assistant professor of marketing, explained: “When people think about sacrifice, they consider the motives of the sacrificer. When it comes to a conversation, they assume the motive of the sacrificer is to benefit both parties.
‘When it comes to gifts, the supported person assumes that the giver’s motive is more altruistic: that he or she is sacrificing himself or herself solely to benefit the recipient.’
And the size of the gift is not important.
Ms Howe added: “We know that the sacrifice effect is not due to the fact that gifts cost money while conversations cost time. We also know that it is not due to the gifted item itself. This means that it is almost impossible for gift givers to make mistakes.”
‘It doesn’t matter what you give, or how much it costs, what matters is that the recipient knows that you thought about them and that you put time and effort into sending them something, even if it didn’t benefit you at all.’
