A Fairleigh Dickinson University PublicMind Poll in Dec. 2010 showed that regifting was "commonplace." Burçak Ertimur, one of the investigators in the study, and a professor of marketing at FDU, said “The popularity of regifting is driven by many things for different people. For some, it’s thrift in difficult economic times, or it’s a way to get around annoyingly high expectations about gift-giving. It’s also awareness of, or guilt over, how much stuff goes into the landfill. But the main reason might be just the sheer volume of stuff we have,” she said.