Gag Gifting: The Joke and the Poke

Gag gifting is a ritual involving a gift along with a joke at the expense of the recipient (i.e., a "poke"). This study shows that gag gifting occurs frequently, at various occasions. Findings from a qualitative study illustrate the way gag gifts are purchased or handmade into unique or personalized items. To increase the effects of the poke, there is often a ritualistic and public presentation of the gift in front of an audience of family and/or friends. Findings show that the addition of humor can enhance the motives for a gift: it can increase the affection expressed, moderate the affection expressed (when appropriate to the relationship), and more effectively communicate a non-affection-related message. However, humor also increases the risks involved in the gift-giving process. Our findings contribute to the literature on humor and gifting to illustrate the motivations, the rituals, and the importance of gag gifting in the lives of consumers.