We know from past research on the mere ownership effect that people tend to like their possessions merely because they own them. But do people also like their possessions more merely because others own them too? Evan Polman (University of Wisconsin–Madison, USA) and Sam J. Maglio (University of Toronto Scarborough, Ontario, Canada) examined this question in the context of gift-giving. They found that when gift givers buy also for themselves what they gift, what the authors call “companionizing”, gift recipients like the gifts more and feel closer to the gift givers. These findings suggest that similarity due to owning the same item as someone else can increase liking of the item – and suggest a simple way to make gifts that are more satisfying!
You can read more about this research here.