Gifting is a tradition in which people all over the world are familiar with and partake in habitually. Reciprocal gifting has been a part of life from primitive societies and has since become a foundation for modern social life and moral economy.
Little research is evident within gifting and nostalgia, however nostalgia is introduced into marketing and advertising in order to make people feel safe, and is also used as a way for brands to connect with consumers.
Horizon CDT student Rebecca Gibson is calling for participants to take part in a study exploring nostalgia within hybrid gifting. She’s asking for pairs – one person as the ‘gift giver’ and the other as ‘recipient’. Here is more information on how you can get involved.