Unwrapping the Contribution of Gift Wrapping to the Overall Value of a Gift.

This paper highlights the relationship between gift wrapping and the overall value of a gift. There are four dimensions to gift value; economic, functional, social and expressive values. It was found that gift wrapping can contribute to all dimensions. However, gift wrapping contributes more to the social and expressive values than the economic or functional values. The ability of gift wrapping to create messages and symbolic meaning strengthens the social and expressive value associated with a gift. Gift wrapping’s contribution to gift value illustrates its importance to the creation and exchange of a gift.



Citation:

Elizabeth Porublev, Jan Brace-Govan, Stella Minahan, and Chris Dubelaar (2011) ,"Unwrapping the Contribution of Gift Wrapping to the Overall Value of a Gift.", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 458.

Authors

Elizabeth Porublev, Monash University
Jan Brace-Govan, Monash University
Stella Minahan, Deakin University
Chris Dubelaar, Bond University



Volume

E - European Advances in Consumer Research Volume 9 | 2011



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