How did tech become the perfect gift?
7 Mar 2018
How did tech become the perfect gift?

Rather than worry about whether a loved one would prefer a bracelet, a bottle of wine, or a hot air balloon ride, a growing number of people are choosing to give the gift of technology. But why are digital devices so perfect as presents? And how do these gadgets integrate into recipients’ lives?

Elanor F. Wiliams

Elanor F. Williams is an assistant professor of marketing at Kelley School of Business, Indiana University. She received a PhD in social psychology, and has spent her career studying consumer behaviour and decision making - in particular the differences in assessments of self and others, how our intentions for the future can influence our decisions and judgments in the present, the effect of physical states and emotions on memory and behaviour, and the ways subjective experience can differ from objective reality.

Johnathan Marsh

Johnathan Marsh is the buying director for John Lewis' Electricals and Home Technology department. He managed the retailer's bricks-and-mortar store transformation programme to enhance customer experience, as well as broadening its omni-channel credentials to bring its online and physical shopping experiences together. He champions new technology, and focuses on bringing it to life for the end consumer.

Ian Hsieh

Ian Hsieh is a Cornwall-based journalist specialising in music, technology and visual arts. He writes words for global brands and publications, including Audi, Kodak, Highsnobiety and Bandcamp.