Presents with presence: The role of memory and essence in heirloom gift appreciation

Abstract

AbstractChoosing the right gift is a common challenge. Despite recent research suggesting that sentimental gifts are most appreciated, it remains unclear of the underlying value of such gifts. The current research examines sentimental gifts in the context of heirlooms and demonstrates that the value of such sentimental gifts comes from their memory value (being a reminder of loved ones) and essence value (being a receptacle of their spiritual presence). These findings emphasize the importance of prior physical contact with an item on the appreciation of heirloom gifts and demonstrates how ordinary store‐bought gifts can benefit from increased appreciation when framed as future heirlooms (being gifted with the intention to be 1 day gifted to future generations). Three experiments find support for these predictions. This research contributes to the understanding of gifting by exploring the mechanisms underlying heirloom gift appreciation and offers guidance to those looking to give gifts that will be well received.