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



Share Proceeding

Featured papers

See More

Featured

Cueing Backwards: Attention Processes in Multi-Attribute Choices

Antonia Krefeld-Schwalb, Geneva School of Economics and Management
Agnes Scholz, University of Zurich
Ursa Bernadic, Geneva School of Economics and Management
Benjamin Scheibehenne, Geneva School of Economics and Management

Read More

Featured

L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior

Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

Consumers' Journey into Access-Based Consumption

Swapnil Saravade, University of Texas Rio Grande Valley
Lorena Garcia Ramon, University of Texas Rio Grande Valley
Jacob Almaguer, University of Texas Rio Grande Valley
Mohammadali Zolfagharian, Bowling Green State University
Hazel H. Dadanlar, University of Texas Rio Grande Valley

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.