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Keywords: Appreciation
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Journal Articles
Marketing Intelligence & Planning (2026) 44 (5): 981–996.
Published: 10 December 2025
... across types of stigmas and are explained by a greater self-presentation concern, and consequently, appreciation concern for the gift giver when the recipient is not stigmatized. Research limitations/implications We only looked at two types of stigma – body weight and SES. Future research should...
Includes: Supplementary data

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