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 You've found that perfect pricey gift to your significant other. Now you decided¹ to pick up a little something else, but wait! The second smaller gift can actually take away from the powerful impression from the gift No. 1. That's according to the analysis of the Journal of Consumer Research. The researchers call it the presenter's paradox². The person presenting the gift thinks more is better, but the receiver unconsciously averages the two. So a cheaper addition makes the bigger gift seem surprisingly cheaper itself. The researchers evaluated 7 test situations. In one, the subjects were asked to assigned the value to a gift ipad, others were asked to value ipad plus a free mp3. Participants assigned a significantly higher value on just the ipad. This occurs in other facts of life. Participants in another trial were asked to rate the serenity³ of a littering punishment. They rated finds of 750 dollars as a more severe punishment than a find of the same 750 dollars plus 2 hours of community service. So to avoid the averaging effect, keep it simple with gifts. It's the thought that counts, the one thought.