The art and science of gift-giving

There are many pitfalls to buying presents, from seeking an instant reaction to a fear of sentimentality. But a few simple psychological principles can help you make better choices

December can often feel like a never-ending ordeal, as we try to find the perfect gifts for our nearest and dearest. No matter how well we know someone, we struggle to discern their hidden wishes and desires. Each decision can feel like a test of our relationship. This is a natural consequence of the brain's workings. Humans may be unique in our advanced ability to consider others' viewpoints, but perspective-taking is enormously taxing for our little grey cells.

It takes a lot of mental energy," says Prof Julian Givi at West Virginia University. As a result, our choices of gifts are extremely prone to error. Researchers such as Givi have now identified a host of cognitive biases that lead our judgments astray, so that we waste our money and miss opportunities for greater social connection.