We live in an age that is obsessed with things. We fill our homes with the latest gadgets and fashions and then, when we run out of space, rent a storage unit.
This obsession is most vividly on display during the holidays, especially now that the weeks after Thanksgiving have become a frenzy of mad sales, long lines and endless emails promoting free shipping. X-mas has become a collective excuse for consumption, as if the best way to celebrate the spirit of the season is to rack up credit-card debt buying stuff for others. The implicit assumption is that happiness can be gift-wrapped.
Here's the problem: Material things can give us jolts of pleasure, but that pleasure isn't rooted in the thing itself. As a result, we end up squandering X-mas looking for joy in all the wrong places.
Consider a new experiment led by the Oxford University researchers Mengfei Huang and Andrew Parker. They were interested in the different neurological reactions triggered by a genuine Rembrandt portrait and a fake one, painted by one of his pupils. Though the canvases might look similar, real Rembrandts are worth about 100 times more.
We pay such different prices for these paintings because we assume that there is something special about an authentic Rembrandt, that the Old Master filled his art with discernible flourishes. Though we might not be able to identify these minor differences, we think we can still appreciate them, which is why we hang Rembrandts in the finest museums and consign his imitators to the basement. We sense great art!
But that's not what the researchers found. When their subjects were shown real and fake paintings while being monitored in a brain scanner, there was no detectable difference in their sensory reaction. The masterpiece didn't excite the visual cortex any more than the knock-off did.
The scientists did locate a pattern of brain activity, however, that appeared whenever subjects thought a painting was authentic. There was a spike in activity in the orbitofrontal cortex, a chunk of brain just behind the eyes that's often associated with perceptions of reward and pleasure. What's interesting is that this area responded just as robustly when the stamp of authenticity was applied to a fake.
This principle doesn't just apply to art. In a 2009 experiment, Caltech scientists gave people in brain scanners a range of California Cabernets, priced from $5 to $90. Not surprisingly, the subjects consistently reported that the more expensive wines tasted better. Here's the catch: the scientists had reshuffled the labels, so that subjects were sometimes given a $90 bottle filled with cheap jug wine. But the pleasure areas of the brain responded solely to the perceived price. A fancy label can make even the cheapest plonk taste great.
Similar results have been achieved with shoes, tequila and jewelry. In study after study, the actual products seem to matter less than our superficial beliefs about them.
Does this mean that the only gifts worth giving are those plastered with prestigious logos?
Quite the opposite. The real moral of this research is that even the most wonderful things in the world—and what's more wonderful than Rembrandt and fine wine?—aren't wonderful for purely material reasons. Instead, the joy and beauty we find in these objects depend on all those feelings and beliefs we bring to them, infusing the lifeless possessions with the life of mind. It really is the thought that counts.
Given this psychological reality, we should reassess our holiday priorities, spending less time shopping and more time with the people we're shopping for. As the Nobel laureate Daniel Kahneman observes, "It is only a slight exaggeration to say that happiness is the experience of spending time with people you love and who love you."
So put down those presents—you're missing the best part.