People in the study would have been willing to pay more for gifts chosen for them by close friends and relatives than for
At first this seems kind of tempting. Granted, the conclusion is just comparing "cash/gift cards vs. things chosen by others". The "others" isn't segregated, so do we really care about gifts from friends/relatives vs. gifts from other people? No, but we kind of like this answer because it seems like the "what about sentimental value" objection we were thinking about. The problem is that this answer choice doesn't control for the fact that friends/relatives are usually going to spend more on our gift than other people would. I might buy a $10 candle for someone I don't really know, whereas I'll buy that $50 bottle of scotch for my brother. The fact that the person I gave the candle to would only pay about $6.70 for it, while my brother would only pay about $35 for the scotch might be all that this answer choice is telling us. In both cases, the author's argument still holds. Since the recipient was only willing to pay 2/3 of what I spent, then wouldn't they have rather just had the cash I spent? If this answer had controlled for the price of the gift, it would have been better: "People in the study would have been willing to pay more for the same gift if it had been chosen by a friend/relative than if had been chosen by others" This would show that there's more to our sense of value than just the object itself. The giver matters, and thus maybe sentimental value is why? But even then it would be a weak objection, because we'd be qualifying the conclusion, "In cases where the gift comes from a friend/relative, we value the gift more than the equivalent cash value." The conclusion is averaging all gifts together in a big lump sum comparison.