The consumption of gift wrapping

Elizabeth Porublev
Stella Minahan
Chris Dubelaar

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Published Version.

Porublev, E., Minahan, S. & Dubelaar, C. (2006). The consumption of gift wrapping. Paper presented at the Australian and New Zealand Marketing Academy (ANZMAC) 2006 conference, Brisbane, Australia.

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© Copyright Elizabeth Porublev, Stella Minahan & Chris Dubelaar, 2006.

Abstract

Gift Wrapping is part of a valued ritual of giving that is important culturally, socially and economically. Consumer researchers have studied the process and meanings of gift giving with little consideration for the gift wrapping. The way a gift is wrapped involves a complex range of decisions and meanings. Building on existing literature we propose a model based on existing models of the gift giving process. Our model is based on value, context, relationship, and appropriateness of consumption as perceived by the donor.