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

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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.
Original languageEnglish
Title of host publicationProceedings of ANZMAC 2009
Subtitle of host publicationSustainable management and marketing conference
Place of PublicationMelbourne
PublisherAustralian & New Zealand Marketing Academy (ANZMC)
Number of pages8
Publication statusPublished - 2009
Externally publishedYes
EventAustralian and New Zealand Marketing Academy: Sustainable management and marketing conference - Melbourne, Australia
Duration: 30 Nov 20092 Dec 2009


ConferenceAustralian and New Zealand Marketing Academy
Abbreviated titleANZMAC 2009
Internet address


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