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

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