The Psychology of Gift Exchange
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چکیده
Research within different disciplines to gain insight of gift giving behaviour has continued for over forty years. Gifts are bestowed in celebration of key life events, a medium for nurturing personal relationships, to encourage economic exchange and to socialise children into appropriate behaviour patterns (Belk, 1979). Obligations within a community require that individuals are required to give, receive and to reciprocate (Mauss, 1954). In his essay the French anthropologist-sociologist Marcel Mauss (1954), presented a theoretical analysis of the gift-giving process, that was based on his examination of giftgiving amongst various primitive, secluded, or ancient societies. He concluded that giftgiving is a self-perpetuating system of reciprocity and summarised three types of obligations which preserve gift-giving:
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