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Excerpt from Science Codex -- "'We predict that in a gift-giving situation, both the gift givers and gift receivers will focus on the gift receivers when thinking about the gift. Givers will choose gifts that are more desirable over gifts that are more practical, whereas receivers will give greater weight to the gift's practicality,' write authors Ernest Baskin (Yale University), Cheryl J. Wakslak (University of Southern California), Yaacov Trope (New York University), and Nathan Novemsky (Yale University)."

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