‘Tis the season of giving. ‘Tis also the season of returning.
American consumers are projected to spend roughly $960 billion this holiday season, according to the National Retail Federation. But retailers expect returns to account for almost 20 percent of those sales.
That return frenzy arises, at least in part, because people tend to make a lot of mistakes when giving presents, says Julian Givi, a marketing expert and psychologist who has been studying gifting practices, and when they go awry, for roughly a decade.
When Givi went into this line of research, he assumed that gift givers were simply motivated by a desire to please recipients. Not so
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