Do you enjoy giving Valentine’s Day gifts? Or is it an unpleasant obligation? Your feelings about giving presents depends on your attachment style. Across two studies, secure people reported that giving gifts to partners was more pleasurable and not done out of obligation. Conversely, people high in avoidance experienced less pleasure, whereas those high in anxiety felt more obligated to give gifts, possibly because they feared losing their partners when their relationships weren’t going well.
Nguyen, H. P., & Munch, J. M. (2011). Romantic gift giving as a chore or pleasure: The effects of attachment orientations on gift giving perceptions. Journal of Business Research, 64, 113-118.