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A Behavioral Scientist’s Advice for Giving the Perfect Gift

Three misconceptions tend to get in our way

Close-up of woman sitting at the table and decorating gift box with ribbon for Christmas.
Photo: AnnaStills/Getty Images

This time of year, among all the new decisions we’re being forced to make — about canceling plans, about connecting via video chat, about the precautions that will protect us and our loved ones — one thing remains the same: We’re in the thick of gift-giving season. And holiday shopping is…

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Margaret Echelbarger

Margaret Echelbarger

Assistant Professor of Marketing at Stony Brook University