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conference contribution
posted on 2009-01-01, 00:00authored byE Porublev, J Brace-Govan, Stella Minahan, C Dubelaar
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.
History
Event
Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)
Pagination
1 - 8
Publisher
Monash University
Location
Melbourne, Victoria
Place of publication
Melbourne, Vic.
Start date
2009-11-30
End date
2009-12-02
ISBN-10
1863081585
Language
eng
Publication classification
E1 Full written paper - refereed
Copyright notice
2009, ANZMAC
Editor/Contributor(s)
D Tojib
Title of proceedings
ANZMAC 2009 : Sustainable management and marketing conference