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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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Title To wrap or not to wrap? What is expected? Some initial findings from a study of gift wrapping
Author(s) Porublev, Elizabeth
Brace-Govan, Jan
Minahan, Stella
Dubelaar, Chris
Conference name Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)
Conference location Melbourne, Victoria
Conference dates 30 November - 2 December 2009
Title of proceedings ANZMAC 2009 : Sustainable management and marketing conference
Editor(s) Tojib, Dewi
Publication date 2009
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 8
Total pages 8
Publisher Monash University
Place of publication Melbourne, Vic.
Keyword(s) gift wrapping
gift exchange
gifts
givers and receivers
Summary 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.
ISBN 1863081585
Language eng
Field of Research 150506 Marketing Theory
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2009, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30023768

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.