On a basic level, we give gifts because we’re supposed to. On certain occasions — birthdays, anniversaries, dinner parties, the end of the year — it’s customary.
Underlying that custom is an important purpose: appreciation. We give people gifts to show them that we are grateful for them and value the role they play in our lives.
But here’s a common misconception: the bigger, more valuable the gift, the more it expresses our appreciation. I know people who’ve received huge stock grants who feel severely under-appreciated.
Because gifts don’t express appreciation, people do. And when people don’t express it, neither do their gifts.
Read more at : https://hbr.org/2010/12/the-real-point-of-gift-giving.html
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