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It's the Thought that Counts: A Signed Digraph Analysis of Gift-Giving

Russell W. Belk
Journal of Consumer Research
Vol. 3, No. 3 (Dec., 1976), pp. 155-162
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488900
Page Count: 8
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It's the Thought that Counts: A Signed Digraph Analysis of Gift-Giving
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Abstract

This article presents and tests a model of gift selection based on cognitive consistency theories. The model, which is supported by the data presented, offers a means for predicting the conditions under which giver tastes or recipient tastes dominate gift selection, and for predicting the amount of satisfaction which the gift brings the giver.

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