Quoted: The work of UW-Madison marketing professor Evan Polman centers on consumer psychology. Several recent studies he’s conducted show that “there can be a dark side to generosity. It’s not 100 percent good,” says Polman.
Polman, who researches gift giving, says that most studies on the topic focus on what happens before gift giving. “It’s usually about the struggles and decision-making the giver goes through when thinking about what kind of gift to give someone,” says Polman.