Choice A is the best answer. Lines 69-75("in...receiver") explain that while people are often both gift-givers and gift-receivers, they struggle to apply information they learned as a gift-giver to a time when they were a gift-receiver: "Yet, despite the extensive experience that people have as both givers and receivers, they often struggle to transfer information gained from one role (e.g., as a giver) and apply it in another, complementary role (e.g., as a receiver)." The authors suggest that the disconnect between how much appreciation a gift-giver thinks a gift merits and how much appreciation a gift-recipient displays for the gift may be caused by both individuals' inability to comprehend the other's perspective.
Choices B and C are incorrect because neither the passage nor the graph addresses the idea that society has become more materialistic or that there is a growing opposition to gift-giving. Choice D is incorrect because the passage emphasizes that gift-givers and gift-recipients fail to understand each other's perspective, but it offers no evidence that the disconnect results only from a failure to understand the other's intentions.