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Why giving gifts brings you more happiness than receiving them
New psychology research suggests people get more lasting joy from giving gifts.

- Giving gifts results in longer happiness from the act, says new research.
- We can sustain the pleasure of a new experience every time we give to others.
- Hedonic adaptation makes it hard to continuously enjoy spending money on ourselves.
Just in time for the holidays, comes new research that says you get more satisfaction from giving gifts than receiving.
Usually, a phenomenon known as hedonic adaptation is responsible for us feeling less happiness every time we experience some event or activity again. We get used even to the best things and want more. But when we give to others, something different happens.
Psychology researchers Ed O'Brien from the University of Chicago Booth School of Business and Samantha Kassirer of Northwestern University's Kellogg School of Management carried out two studies. They discovered that the happiness of the subjects declined much less or not at all if they repeatedly gave gifts to others as opposed to getting the same gifts themselves.
O'Brien attributes this effect to our desire for new experiences.
"If you want to sustain happiness over time, past research tells us that we need to take a break from what we're currently consuming and experience something new," says O'Brien. "Our research reveals that the kind of thing may matter more than assumed: Repeated giving, even in identical ways to identical others, may continue to feel relatively fresh and relatively pleasurable the more that we do it."
One of the experiments consisted of having 96 university students getting $5 every day over the course of 5 days. The catch - they had to spend it on the same exact thing either for themselves or someone else (like donating to charity or putting money in a tip jar). At the end of each day, the study participants had to reflect on their spending and level of happiness.
This study showed that over the 5 days, the levels of self-reported happiness decreased for those who spent money on themselves. Those who gave money to someone else did not show such a fade in happiness, however. The joy and satisfaction of giving is just as powerful every time you give it.
Lovers exchange gifts beneath a decorated Christmas tree. December 1955.
Photo by Hulton Archive/Getty Images.
For the second experiment, the researchers had 502 online participants play 10 rounds of a word puzzle game. The 5 cents they won each round could be either donated or kept for themselves. After each round, the subjects reported how joyful the winning made them feel. Those who gave the won money away reported their happiness decrease much slower than those who hung on to the gains.
The fuller explanation for why people react this way to giving may lie in the fact, say the researchers, that when we focus on an outcome like a paycheck, we are setting ourselves up for being less happy. Paychecks can be compared to one another, which reduces our sensitivity to each such experience. When we focus on actions, like donating to a charity for example, comparison becomes less important. What happens instead is that we treat each instance of giving as a unique event that can bring us inner satisfaction and elation.
Another reason we don't get used as quickly to happiness from giving is because of the societal benefits that come with it. Giving enhances our "prosocial reputation" and strengthens our sense of connection and belonging to the community.
Check out the new studies online, published in the journal Psychological Science from the Association of Psychological Science.
Archaeologists identify contents of ancient Mayan drug containers
Scientists use new methods to discover what's inside drug containers used by ancient Mayan people.
A Muna-type paneled flask with distinctive serrated-edge decoration from AD 750-900.
- Archaeologists used new methods to identify contents of Mayan drug containers.
- They were able to discover a non-tobacco plant that was mixed in by the smoking Mayans.
- The approach promises to open up new frontiers in the knowledge of substances ancient people consumed.
PARME staff archaeologists excavating a burial site at the Tamanache site, Mérida, Yucatan.
Credit: WSU
Why cities are critical to achieving a carbon-neutral world
In May 2018, the city of Paris set an ambition to be carbon-neutral by 2050.
- Countries, governments and companies are aligning on a need for net-zero - and this is an opportunity to rethink decarbonizing our cities.
- There is no "one-size-fits-all" solution – each city's needs must be at the heart of developing integrated energy solutions.
- A city can only decarbonize through collaboration between government, the private sector, and local communities.
Japanese government appoints new "Minister of Loneliness"
While not the first such minister, the loneliness epidemic in Japan will make this one the hardest working.
Minister Tetsushi Sakamoto
- The Japanese government has appointed a Minister of Loneliness to implement policies designed to fight isolation and lower suicide rates.
- They are the second country, after the U.K., to dedicate a cabinet member to the task.
- While Japan is famous for how its loneliness epidemic manifests, it isn't alone in having one.
The Ministry of Loneliness
<iframe width="730" height="430" src="https://www.youtube.com/embed/I5FIohjZT8o" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe><p><a href="https://www.jimin.jp/english/profile/members/114749.html" target="_blank" rel="noopener noreferrer">Tetsushi Sakamoto</a>, already in the government as the minister in charge of raising Japan's low birthrate and revitalizing regional economies, was appointed this <a href="https://www.japantimes.co.jp/news/2021/02/21/national/japan-tackles-loneliness/" target="_blank" rel="noopener noreferrer">month</a> to the additional role. He has already announced plans for an emergency national forum to discuss the issue and share the testimony of lonely <a href="https://www.japantimes.co.jp/news/2021/02/12/national/loneliness-isolation-minister/" target="_blank" rel="noopener noreferrer">individuals</a>.</p><p>Given the complexity of the problem, the minister will primarily oversee the coordination of efforts between different <a href="https://www.insider.com/japan-minister-of-loneliness-suicides-rise-pandemic-2021-2" target="_blank" rel="noopener noreferrer">ministries</a> that hope to address the issue alongside a task <a href="https://www.japantimes.co.jp/news/2021/02/21/national/japan-tackles-loneliness/" target="_blank" rel="noopener noreferrer">force</a>. He steps into his role not a moment too soon. The loneliness epidemic in Japan is uniquely well known around the world.</p><p><a href="https://en.wikipedia.org/wiki/Hikikomori" target="_blank" rel="noopener noreferrer"><em>Hikikomori</em></a><em>,</em> often translated as "acute social withdrawal," is the phenomenon of people completely withdrawing from society for months or years at a time and living as modern-day hermits. While cases exist in many <a href="https://www.frontiersin.org/articles/10.3389/fpsyt.2019.00247/full" target="_blank" rel="noopener noreferrer">countries</a>, the problem is better known and more prevalent in Japan. Estimates vary, but some suggest that one million Japanese live like this and that 1.5 million more are at <a href="https://www.nationalgeographic.com/photography/article/japan-hikikomori-isolation-society" target="_blank" rel="noopener noreferrer">risk</a> of developing the condition. Individuals practicing this hermitage often express contentment with their isolation at first before encountering severe symptoms of loneliness and <a href="https://www.sciencedaily.com/releases/2020/01/200110155241.htm" target="_blank" rel="noopener noreferrer">distress</a>.</p><p><a href="https://en.wikipedia.org/wiki/Kodokushi" target="_blank" rel="noopener noreferrer"><em>Kodokushi</em></a>, the phenomenon of the elderly dying alone and remaining undiscovered for some time due to their isolation, is also a widespread issue in Japan that has attracted national attention for decades.</p><p>These are just the most shocking elements of the loneliness crisis. As we've discussed before, loneliness can cause health issues akin to <a href="https://www.inc.com/amy-morin/americas-loneliness-epidemic-is-more-lethal-than-smoking-heres-what-you-can-do-to-combat-isolation.html" target="_blank" rel="noopener noreferrer">smoking</a>. A lack of interaction within a community can cause social <a href="https://bigthink.com/in-their-own-words/how-religious-neighbors-are-better-neighbors" target="_self">problems</a>. It is even associated with changes in the <a href="https://bigthink.com/mind-brain/loneliness-brain" target="_self">brain</a>. While there is nothing wrong with wanting a little time to yourself, the inability to get the socialization that many people need is a real problem with real <a href="https://bigthink.com/mind-brain/brain-loneliness-hunger" target="_self">consequences</a>.</p>The virus that broke the camel's back
<iframe width="730" height="430" src="https://www.youtube.com/embed/Hp-L844-5k8" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe><p> A global loneliness pandemic existed before COVID-19, and the two working in tandem has been catastrophic. </p><p>Japanese society has always placed a value on solitude, often associating it with self-reliance, which makes dealing with the problem of excessive solitude more difficult. Before the pandemic, 16.1 percent of Japanese seniors reported having nobody to turn to in a time of need, the highest rate of any nation <a href="https://www.japantimes.co.jp/news/2021/02/21/national/japan-tackles-loneliness/" target="_blank" rel="noopener noreferrer">considered</a>. Seventeen percent of Japanese men surveyed in 2005 said that they "rarely or never spend time with friends, colleagues, or others in social groups." This was three times the average rate of other <a href="http://www.oecd.org/sdd/37964677.pdf" target="_blank" rel="noopener noreferrer">countries</a>. </p><p>American individualism also creates a fertile environment for isolation to grow. About a month before the pandemic started, nearly<a href="https://www.npr.org/sections/health-shots/2020/01/23/798676465/most-americans-are-lonely-and-our-workplace-culture-may-not-be-helping" target="_blank" rel="noopener noreferrer"> 3 in 5</a> Americans reported being lonely in a <a href="https://www.cigna.com/about-us/newsroom/studies-and-reports/combatting-loneliness/" target="_blank" rel="noopener noreferrer">report</a> issued by Cigna. This is a slight increase over previous studies, which had been pointing in the same direction for years. </p><p>In the United Kingdom, the problem prompted the creation of the Jo Cox Commission on Loneliness. The commission's <a href="https://www.ageuk.org.uk/globalassets/age-uk/documents/reports-and-publications/reports-and-briefings/active-communities/rb_dec17_jocox_commission_finalreport.pdf" target="_blank" rel="noopener noreferrer">final report </a>paints a stark picture of the U.K.'s situation in 2017, with millions of people from all parts of British society reporting feeling regular loneliness at a tremendous cost to personal health, society, and the economy.</p><p>The report called for a lead minister to address the problem at the national level, incorporating government action with the insights provided by volunteer organizations, businesses, the NHS, and other organizations on the crisis's front lines. Her Majesty's Government acted on the report and appointed the first Minister for Loneliness in <a href="https://time.com/5248016/tracey-crouch-uk-loneliness-minister/" target="_blank" rel="noopener noreferrer">2018</a>, <a href="https://en.wikipedia.org/wiki/Tracey_Crouch" target="_blank" rel="noopener noreferrer">Tracey Crouch</a>, and dedicated millions of pounds to battling the problem. </p><p>The distancing procedures necessitated by the COVID-19 epidemic saved many lives but exacerbated an existing problem of loneliness in many parts of the world. While the issue had received attention before, Japan's steps to address the situation suggest that people are now willing to treat it with the seriousness it deserves.</p><p>--</p><p><em>If you or a loved one are having suicidal thoughts, help is available. The suicide prevention hotline can be reached at 1-800-273-8255.</em></p>How art and design can rebuild a community
MIT professor Azra Akšamija creates works of cultural resilience in the face of social conflict.
