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UK Wedding News

27/01/2012

Countdown To Valentine's Day Begins

With just over a fortnight to go until Valentine's Day love is already in the air.

It's hard to miss the Valentine's Day displays that are already going up in stores big and small. There's a reason for that. "Next to Christmas, Valentine's Day is the biggest holiday for greeting card retailers," said Associate Professor Janet Wagner, director of the Center for Excellence in Service at the Robert H. Smith School of Business.

According to Wagner while most people send a card to their significant other, men do most of the gift buying. "Men who buy Valentine's gifts spend three to four times as much as women, on the average," she said.

Adults can happily but the exchange in the classroom or school can be troublesome.

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"There are distinctions that the sender can make that says to the recipient, 'I don't really like you.' For the 25 percent of students in a typical classroom who are openly rejected by other kids, this is more salt in a wound," said Professor Ken Rubin, the director of Maryland's Center for Children, Relationships and Culture.

American Studies Associate Professor Sheri Parks believes in many ways, relationships today are based on popular culture infused with a heavy dose of advertising. She says it's the way we measure ourselves during holidays like Valentine's Day. "For example, if there's no card that reflects how we feel, then we feel sad. The cards have become the benchmark for the day," she says. "If popular culture defines what counts as romance, and we accept that, then it says something about our relationships."

Assistant Professor of Psychology Kurt Gray oversees the Mind Perception and Morality Lab on campus. Along with research colleagues from other schools, he recently published a paper that looked at how men and women look at each other - clothed or not: "Simply focusing on someone's attractiveness, in essence concentrating on their body rather than their mind, makes you see him or her as less of an agent [someone who acts and plans] and more of an experiencer."

(GK)

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"With just over a fortnight to go until Valentine's Day love is already in the air."