john tierney joins me to fuse christmas with science.nedy: what's the best way to give a gift that doesn't suck. hours spent agonizing over the right flashlight, coffee mug or in my case, switch blades. studies on human behavior show spending all that time thinking about the perfect gift is a big waste. to break down the science of gift giving, it's john tierney. we try to have that big moment, the big reveal, and you say that's worthless. >> usually scientists have depressing findings. this is one, take it easy, don't try so hard. they have people respond to gifts and give gifts. what we feel to pick up something special for everyone. it's got to be that big moment and the people getting the gift don't really care. when they see that big moment, got to have the flashy jewelry or big toy under the tree, they are thinking what am i going to do with this the rest of the year. do you know anyone who has dwont a car with a bow on it? >> i do not. kennedy: i not's a great marketing strategy. imagine if you get a car in the wrong color? >> it'

"the new york times" science columnist john tierney joins us to plain.bout the thoughts. >> it counts to you when you're shopping and seems like a lot of work put most of people look at the presents and if it's a good present, they are happy. >> you say we spend a lot of time on the big reveal and we need to stop doing that. >> people think they need an excitement under the christmas tree when it's exciting piece of toy or jewelry but it's exciting for but the person getting the gift is thinking can i actually use this thing? >> if you don't need an oven mitt it means nothing. >> the moment means nothing. what about the rest of the year? >> i'm still dreaming of that moment you open up the front door and there is a car and wa bow on top like in the commercials. what about giving the same gift to multiple people? >> a big mistake people make is called overindividualization and. thinking you have to give everyone something special. what you do is giving worse presents to people. if you bind a great book -- >> you're saying it's people don't care. and that