CP - CH 4 - The Product

Question 1

What is the primary function of gift wrapping?

Answer 1

• no ambiguity
• roles of giver and receiver are fixed

Question 2

Porublev’s classification of gift wrapping - what did he aim to study?

Answer 2

• unwrapped
• non-traditional wrapping
• wrapped

Examined how the appearance of a gift affected mood. People were happier when presented with a traditionally wrapped gift.

Question 3

Data collecting techniques used in Porublev’s study on gift wrapping.

Answer 3

1) observations conducted at a Christmas gift-wrapping stall

2) 20 in-depth interviews where respondents were asked questions such as
- Do you prefer to receive wrapped gifts or unwrapped gifts?
- In what instance do you wrap gifts?

3) 6 workshops in which pairs of partners of participants were asked to gift wrap 2 gifts, one for someone they’re close with and one for an acquaintance

Question 4

Results of study by Porublev (gift wrapping)

Answer 4

Results showed that participants preferred receiving wrapped gifts and there were clear expectations as to how a gift should look like