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Professor Priya Raghubir illustrates why Valentine's Day is an important marketing tool for businesses

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Excerpt from Bankrate -- "'Is it a gimmick? No. Is it a festival which marketers have leveraged relentlessly to make a dime? Yes,' Raghubir says. 'The winter is normally not an ideal time to go shopping because it's cold, it's rainy. People have just had a load of gifts, both that they have bought for others and that they have received. So it's something to try and get them to spend a little more.'"

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