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The consumption of gift wrapping

Minahan, Stella, Porublev, Elizabeth and Dubelaar, Chris 2006, The consumption of gift wrapping, in ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings, Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld..

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Title The consumption of gift wrapping
Author(s) Minahan, Stella
Porublev, Elizabeth
Dubelaar, Chris
Conference name Australian & New Zealand Marketing Academy Conference (2006 : Brisbane, Queensland)
Conference location Queensland University of Technology, Gardens Point Campus, Brisbane
Conference dates 4-6 December 2006
Title of proceedings ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings
Editor(s) Ali, Yunus
van Dessel, Maria
Publication date 2006
Conference series Australian and New Zealand Marketing Academy Conference
Total pages 8
Publisher Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication Brisbane, Qld.
Keyword(s) Marketing -- Australia
Summary Gift Wrapping is part of a valued ritual of giving that is important culturally, socially and economically. Consumer researchers have studied the process and meanings of gift giving with little consideration for the gift wrapping. The way a gift is wrapped involves a complex range of decisions and meanings. Building on existing literature we propose a model based on existing models of the gift giving process. Our model is based on value, context, relationship, and appropriateness of consumption as perceived by the donor.
ISBN 1741071593
9781741071597
Language eng
Field of Research 150305 Human Resources Management
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2006, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006107

Document type: Conference Paper
Collections: School of Management and Marketing
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