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Journal Articles
Journal of Consumer Marketing (2019) 36 (1): 24–32.
Published: 10 January 2019
... have either a “recipient-centric” or a “giver-centric” attitude towards gift-selection. It was found that givers who feel greater closeness towards recipients are less likely to be “giver-centric” and more likely to believe that the recipient’s preferences are similar to their own. The givers’ belief...

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