(University of Michigan: Ann Arbor, MI) -- When giving presents this holiday season, remember one thing—less is more, according to an article forthcoming in the Journal of Consumer Research.

The new study by Kimberlee Weaver of Virginia Tech and Stephen Garcia and Norbert Schwarz of the University of Michigan reveals that adding a less expensive gift to go along with a pricier present reduces the impact of the nicer gift. In other words, loved ones will appreciate an expensive present more if it's the only one they get.

 …