Now we seem to be maximizing our consumer instincts by buying gifts since it helps with our overall contentment. 

But you are revealing your innermost thoughts about how you feel about this person.  by giving gifts, there be dragons.

This episode is also available as a blog post: http://liveanuntetheredlife.com/2020/12/23/developing-a-gift-giving-decision-strategy-matrix-maximizes-feel-good-returns-and-minimizes-gift-exchange-returns/