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The 4 biggest gift-giving mistakes, according to a consumer psychologist

By Julian Givi, Assistant Professor of Marketing, West Virginia University

A good gift can elicit a surge of happiness and gratitude in the recipient. It also feels great to give, with psychologists finding that the joy of giving a gift is more pronounced than the pleasure of receiving one.

Unfortunately, there are times when you receive a gift and you have to force a smile and fake your gratitude.

I’m a consumer psychologist who specializes in gift-giving research…

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