Gifts are a traditional part of Christmas – but why do we give presents at all?
Curated from: theguardian.com
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The Psychology Of Exchanging Gifts
According to French anthropologist Marcel Mauss, gift-giving carries many legal, moral, economical and spiritual aspects, and is significant for the whole social fabric. Many ancient cultures follow the intricate rules of gift exchange, which is not a voluntary act, but rather a comprehensive set of rules based on obligation and formality.
If a person does not take part in this obligatory ritual, he or she risks losing respect, moral authority and even wealth.
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Social Behaviour: The Gifting Protocol
The Gift protocol is a non-voluntary strategy to affirm and strengthen the moral bonds of society.
It is a competitive, formal game that diminishes the pure value of gifts and makes it into a set of rules.
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The Rules Of Social Gift Exchange
- Gift-giving is a moral act, with social consequences if done incorrectly. If one signals that he or she is not doing the ‘presents’ thing, the person is then banished from this formality.
- Receiving shoddy gifts with a warm 'thank you' is a part of the ritual based on pretentiousness and social deception.
- Wrapping and personalization of gifts matter, that is why cheques or vouchers feel cold.
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