To wrap or not to wrap? What is expected? Some initial findings from a study of gift wrapping
Porublev, Elizabeth, Brace-Govan, Jan, Minahan, Stella and Dubelaar, Chris 2009, To wrap or not to wrap? What is expected? Some initial findings from a study of gift wrapping, in ANZMAC 2009 : Sustainable management and marketing conference, Monash University, Melbourne, Vic., pp. 1-8.
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This paper aims to explore and discuss the expectations surrounding the decision to wrap a gift. Gift wrapping can enable an object to be turned into a gift through the development of meaning that symbolises it as a gift. There are two key expectations surrounding the use of gift wrapping. The first expectation is that receivers prefer gifts to be wrapped and the second expectation is that the gift meets individual and social expectations of what a gift should look like. Data was gathered using three qualitative techniques; observation, interviews and projective workshops. These initial findings form part of a larger research study into gift wrapping.
Field of Research
150506 Marketing Theory
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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