(Not) Giving the Same Old Song and Dance: Givers' Misguided Concerns About Thoughtfulness and Boringness Keep Them from Repeating Gifts

Givi, J. (2020). Journal of Business Research, 117, 87–98. DOI: 10.1016/j.jbusres.2020.05.023.

Summary

Givers were substantially more reluctant than recipients to repeat previously successful gifts. They tended to assume repeat gifts would feel boring or less thoughtful even when the repeat option better matched what the recipient wanted.

Key findings

Across nine studies, givers were substantially more reluctant than recipients to repeat a previously successful gift.
Givers assumed repeat gifts would feel boring or less thoughtful, even when the repeat option better matched what the recipient actually wanted.

GiftNav takeaway

"Already gifted before" should not automatically be negative. Repeatable consumables, subscriptions, favorite foods, flowers, experiences, replenishments and upgraded versions can be excellent recommendations.

Themes

Novelty vs. Repeat Gifts

Used in these research topics

What Makes a Gift Feel Thoughtful?

Last reviewed September 14, 2026.

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