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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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.
Field of Research
150305 Human Resources Management
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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