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Wall Street Journal: Bigger Gifts Aren’t Always Better

“I suspect that giving smaller but more frequent gifts will do more to reinforce your relationship. The pleasure of receiving a gift lies less in possessing the item itself–which is exciting at first but quickly grows familiar–than in looking forward to it. A 1987 study by the pioneering behavioral economist George Loewenstein showed that people were willing to pay more to kiss a movie star when they could wait three days, compared with kissing them immediately; they were willing to pay a premium for the pleasure of looking forward to the kiss. Similarly, if you know that on the first of every month you will get a small gift, you can start looking forward to it and so enjoy the gift days before you get it.” Read more at the Wall Street Journal