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Gifts and the ‘warm glow’ effect

By Chine McDonald | 17 December 2019

 

I love giving presents, don’t you? If you’re anything like me you can’t wait to see the look on your relatives’ faces when they open the gift that you have picked for them on Christmas Day. You may even be far more excited about this than the prospect of opening your own presents. If you’re nodding along, then you’re one of the good guys. We selfless gift-givers are all about other people. We are the poster children for the Christian virtue of charity, right? Wrong. Because according to some top anthropologists and sociologists, we could be the most selfish of the lot because our gift-giving is in fact motivated by self-interest.

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