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Mooney, L., and S. Brabant. "Of the Rack. Store bought Emotions and the Pre- sentation of Self", Electronic Journal of Sociology 3, 4 (1998) 1-11.
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On this topic see: Mooney and Brabant, "Off the Rack. Store bought Emo- tions and the Presentation of Self", Electronic Journal of Sociology 3, 4 (1998) 1-11 and Jaffe, "Packaged sentiments. The social meanings of greeting cards", Journal of Material Culture 4, 2 (1999) 115-141. Both articles explain how greeting cards, despite of the fact they are purchased 'of the rack', can still function as personal gifts.
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