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To wrap or not to wrap? What is expected? Some initial findings from a study of gift wrapping

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conference contribution
posted on 2009-01-01, 00:00 authored by E 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

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