Diwali 2024: The Psychology Behind Gift Giving During Deepawali

Diwali, the Festival of Lights, is synonymous with joy, celebration and gift exchange. This gift-giving tradition is not only a cultural norm but also deeply rooted in psychology, symbolizing love, gratitude and social bonding. Understanding the psychological underpinnings of this practice can offer valuable insights into human behavior and relationships during one of the most important festivals in the Indian calendar.

Dr Chandni Tugnait, MD (AM) Psychotherapist, Coach and Healer, Founder and Director, Gateway of Healing, shares the psychology behind gift-giving during Diwali.

Symbolism of gifts

Gift giving during Diwali goes beyond the monetary value of the gifts. It serves as a symbolic act that strengthens relationships and social harmony. The tradition of gift exchange is based on the idea of reciprocity, where the act of giving and receiving creates a bond of mutual goodwill and support. Gifts often symbolize prosperity, health, and happiness and reflect the giver’s wishes for the well-being of the recipient.

Psychological benefits for the donor

Giving gifts during Diwali is not just about making the recipient feel valued; It also has important psychological benefits for the person giving it. The act of giving can increase the giver’s sense of satisfaction and happiness. Research in positive psychology suggests that altruistic behaviors, such as giving, can increase feelings of personal satisfaction and joy. This is often referred to as “helper’s high,” where the giver experiences a boost in mood and a sense of purpose.

Strengthening social ties

One of the main psychological functions of gift-giving during Diwali is the strengthening of social bonds. Gifts act as tangible symbols of appreciation and love and foster a sense of belonging and connection. The gift exchange ritual helps maintain social relationships by showing care and attention to others. This practice is particularly important in collectivist cultures such as India, where social harmony and family ties are highly valued.

The role of personalization

Personalized gifts carry more emotional weight and psychological impact than generic gifts. When a gift is designed according to the recipient’s preferences and interests, it shows thoughtfulness and effort, strengthening the emotional bond between giver and recipient. Personalization in gift giving can deepen relationships because it means a deeper understanding and appreciation of the recipient’s individuality.

Principle of reciprocity

Reciprocity is a fundamental aspect of human social interaction, and gift-giving during Diwali is a prime example of this principle. The expectation of reciprocity ensures that social balance is maintained and encourages ongoing positive interactions. This cycle of giving and receiving fosters a culture of generosity and mutual support that is essential to maintaining harmonious relationships.

Navigating expectations and obligations

While gift giving can be an enjoyable activity, it can also bring feelings of obligation and stress. The pressure to choose the perfect gift or match the value of the gift received can sometimes overshadow the joy of giving. Understanding these psychological pressures can help individuals navigate their gift-giving experiences more consciously and ensure that the practice remains a source of joy rather than stress.