A new study conducted by scientists from the Canadian business school HEC in Montreal, the University of New York at Albany and Duke University has revealed an unexpected fact: a small gift or sweet treat can be more effective in providing support in difficult times than verbal consolation, RBC Life reports with reference to the Daily Mail.

In a large study involving 3600 people, researchers simulated a car accident to study how people responded to support from loved ones. It turned out that participants who were told that a phone call was impossible but were promised a small gift experienced less stress than those who received verbal assurances of support.

Further research confirmed this trend. In a paired experiment, participants who received a sweet treat as support rated it as more effective than a heart-to-heart talk.

Holly Howe, a marketer and the author of the study, attributes this phenomenon to the different perceptions of gifts and conversations. According to her, a gift is often perceived as a more selfless gesture, while a conversation can be seen as a mutually beneficial interaction.

Interestingly, the size of the gift does not play a significant role. The main thing is the fact that a person spent time and effort to express their care. Even a small gift can become a powerful symbol of support and significantly improve a person's emotional state in a difficult situation.