Date of this Version


Document Type

Conference Proceeding

Publication Details

Published Version.

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. Paper presented at ANZMAC 2009: Sustainable management and marketing conference, Melbourne, Australia.

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2009 HERDC submission. FoR code: 1503

© Copyright Elizabeth Porublev, Jan Brace-Govan, Stella Minahan and Chris Dubelaar, 2009


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.



This document has been peer reviewed.


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