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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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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.
Journal of Consumer Research © 1976 Oxford University Press