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

Elizabeth Porublev; Jan Brace-Govan; Stella Minahan; Chris Dubelaar

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

Elizabeth Porublev, Jan Brace-Govan, Stella Minahan, Chris Dubelaar

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review

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Abstract

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.

Original language	English
Title of host publication	Proceedings of ANZMAC 2009
Subtitle of host publication	Sustainable management and marketing conference
Place of Publication	Melbourne
Publisher	Australian & New Zealand Marketing Academy (ANZMC)
Pages	1-8
Number of pages	8
Publication status	Published - 2009
Externally published	Yes
Event	Australian and New Zealand Marketing Academy: Sustainable management and marketing conference - Melbourne, Australia Duration: 30 Nov 2009 → 2 Dec 2009 http://anzmac2009.org/

Conference

Conference	Australian and New Zealand Marketing Academy
Abbreviated title	ANZMAC 2009
Country/Territory	Australia
City	Melbourne
Period	30/11/09 → 2/12/09
Internet address	http://anzmac2009.org/

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To wrap or not wrapFinal published version, 214 KBLicence: Unspecified

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Cite this

@inproceedings{858e2e508a3641b3a7dcfb5de2075c1d,

title = "To wrap or not wrap? What is expected? Some initial findings from a study on gift wrapping",

abstract = "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.",

author = "Elizabeth Porublev and Jan Brace-Govan and Stella Minahan and Chris Dubelaar",

note = "{\textcopyright} Copyright Elizabeth Porublev, Jan Brace-Govan, Stella Minahan and Chris Dubelaar, 2009; Australian and New Zealand Marketing Academy : Sustainable management and marketing conference, ANZMAC 2009 ; Conference date: 30-11-2009 Through 02-12-2009",

year = "2009",

language = "English",

pages = "1--8",

booktitle = "Proceedings of ANZMAC 2009",

publisher = "Australian & New Zealand Marketing Academy (ANZMC)",

url = "http://anzmac2009.org/",

}

Porublev, E, Brace-Govan, J, Minahan, S & Dubelaar, C 2009, To wrap or not wrap? What is expected? Some initial findings from a study on gift wrapping. in Proceedings of ANZMAC 2009: Sustainable management and marketing conference. Australian & New Zealand Marketing Academy (ANZMC), Melbourne, pp. 1-8, Australian and New Zealand Marketing Academy, Melbourne, Victoria, Australia, 30/11/09. <http://epublications.bond.edu.au/business_pubs/279/>

To wrap or not wrap? What is expected? Some initial findings from a study on gift wrapping. / Porublev, Elizabeth; Brace-Govan, Jan; Minahan, Stella et al.
Proceedings of ANZMAC 2009: Sustainable management and marketing conference. Melbourne: Australian & New Zealand Marketing Academy (ANZMC), 2009. p. 1-8.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review

TY - GEN

T1 - To wrap or not wrap? What is expected? Some initial findings from a study on gift wrapping

AU - Porublev, Elizabeth

AU - Brace-Govan, Jan

AU - Minahan, Stella

AU - Dubelaar, Chris

PY - 2009

Y1 - 2009

N2 - 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.

AB - 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.

M3 - Conference contribution

SP - 1

EP - 8

BT - Proceedings of ANZMAC 2009

PB - Australian & New Zealand Marketing Academy (ANZMC)

CY - Melbourne

T2 - Australian and New Zealand Marketing Academy

Y2 - 30 November 2009 through 2 December 2009

ER -

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

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