Companionizing: The Gift-Giving Secret to True Happiness

Noted: The study, recently published in the “Personality and Social Psychology Bulletin” at the University of Wisconsin — Madison, found that gift recipients ended up happier if they knew their gift-givers bought themselves the same thing. They study’s authors, both marketing professors, Evan Polman of the University of Wisconwin and Sam Maglio of the University of Toronto — Scarborough coined this phenomenon, “companionizing.”