The FINANCIAL — Dr Adams, Assistant Professor of Organisational Behaviour, and co-author Professor Frank Flynn from the Stanford Graduate School of Business, analysed the correlation between the value of a gift and level of appreciation.
They found that in reality receivers don’t appreciate expensive gifts that much more than inexpensive ones.
According to London Business School, through surveying engaged couples online the study found that men constantly thought the more they spent on their rings, the more their fiancées appreciated them. Fiancées, on the other hand, did not rate themselves any more appreciative if the rings were more costly.
Engagement rings are one of the largest ticket items throughout the year and, according to the United States Diamond Information Centre, around 84% of American brides receive a diamond engagement ring. Now that is a sparkly industry.
However, it is not all bad news for those already in the queue at Tiffany’s cashdesk.
So for those romantics, keep in mind that it really is the thought that counts and it’s likely she will just be happy that you asked.