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.
|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)|
|Number of pages||8|
|Publication status||Published - 2009|
|Event||Australian and New Zealand Marketing Academy: Sustainable management and marketing conference - Melbourne, Australia|
Duration: 30 Nov 2009 → 2 Dec 2009
|Conference||Australian and New Zealand Marketing Academy|
|Abbreviated title||ANZMAC 2009|
|Period||30/11/09 → 2/12/09|
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 (pp. 1-8). Melbourne: Australian & New Zealand Marketing Academy (ANZMC).