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.


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.


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


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism

Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada

Read More


What a Waste: Effects of Food Consumption Choices and Traffic Light Labelling on Disposal

Marit Drijfhout, University of Groningen, The Netherlands
Jenny van Doorn, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands

Read More


The Slippery Slope of Green Consumption: The Nonlinear Effects of Social Class

Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.