As if gift-giving wasn't complicated enough

One study finds that men are more affected from receiving less-than-perfect gifts than women.

The annual uphill battle:

Again, men who received poor gifts, on average, perceived less similarity with their partners and thought their future together was significantly shorter - as you'd expect. But this time women who received the poor gift from their partners actually saw greater perceived similarity and thought that their relationship would continue for longer than those who had received the good gift. Now what's going on?