Gag Gifting: The Joke and the Poke

ABSTRACT 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.