Re-Gifting: the Gift You Can't Wait to Re-Give

Re-gifting is the act of receiving a gift, and deciding to give it to someone else with the pretence that the gift is a new one. While re-gifting is a topic that has received considerable popular media attention, there has been no direct academic research on the subject to date. This paper proposes a definition of re-gifting, reviews the key issues involved with gift exchange, and explores why gift-giving might fail, resulting in the need for disposition. We conclude by offering a number of research questions which are outlined to help guide future research in this area.


Paul W. Ballantine and Andrew G. Parsons (2011) ,"Re-Gifting: the Gift You Can't Wait to Re-Give", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 196-200.


Paul W. Ballantine, University of Canterbury, New Zealand
Andrew G. Parsons, Auckland University of Technology, New Zealand


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


A7. Credible Critters: Source and Message Expectancy Violation and Influence on Perceived Trustworthiness and Credibility

Justin Graeber, University of Texas at Austin, USA

Read More


Q12. Exploring Effects of Perceived Authenticity Of Instagram Models on Aad and Buying Intentions

Heather Shoenberger, University of Oregon, USA
Eunjin Kim, Southern Methodist University, USA

Read More


When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups

Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.