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Door Gift Literature Review

1002 Words5 Pages

LITERATURE REVIEW

Door Gifts: Unnecessary Waste or Necessary Utility
Door gifts are marketing strategies used by companies to spread awareness of their product and to reinforce the brand reputation. Such door gifts (goodie bags, souvenirs, pamphlets, gifts etc.) become so prevalent that event organisers mass produce these goods without considering the factors that determine whether the goods become trash or valuable items that event goers cherish. One of the factor that caused much dumping of gifts at event is the overall appeal of the product. Whereby more appealing product tends to end up in the event goers’ premises. Therefore, such negligence on the overall design appeal has caused many unnecessary wastes in events. Over time, organisers …show more content…

At a global level, as industrialized nations become more affluent, expectations of economic growth and the business model of maximizing sales have underpinned a throwaway culture that has led to an unsustainable throughput of resources. This is further supported by Walker (2013) where such activities have caused much environmental degradation, hence urging a need for protection and sustainable measures. At the individual level, such mentality of disposal becomes very prevalent and attitudes towards conservation becomes undermined by factors such as the pursuit of economic factors, resulting in an increase of waste over time. Hence, throwaway culture is a rather critical factor that has led to substantial dumping around the world.

This review has examined literature explaining three additional factors that have contributed to the increase in discarded gifts resulting in a huge amount of waste: personal factors, relevance of the product and the existence of a throwaway culture. Thus, with a better understanding of the additional factors, we are better able to address the problem from its root causes and recommend solutions. As an organizer, one can decrease the waste by having a more appealing and relevant gift that suits the needs and wants of the event goers, where one can cut costs and reduce …show more content…

(2011). How Consumers Respond to the Behavior of Missing a Free Gift Promotion: Inaction Inertia Effect on Products Offered as Free Gifts. The Journal of Social Psychology, 151(3), 361-381. doi:10.1080/00224545.2010.483698
Cooper T. (2011) Longer Lasting Products: Alternatives to the Throwaway Society. The Handbook of Design for Sustainability edited by Stuart Walker, Jacques Giard doi:10.4324/9781315592930
Fan, Y. (2006). Promoting business with corporate gifts – major issues and empirical evidence. Corporate Communications: An International Journal, 11(1), 43-55. doi:10.1108/13563280610643543
Raghubir, P. (2004). Free Gift with Purchase: Promoting or Discounting the Brand? Journal of Consumer Psychology, 14(1-2), 181-186. doi:10.1207/s15327663jcp1401&2_20
Meyvis, T., & Janiszewski, C. (2002). Consumers’ Beliefs about Product Benefits: The Effect of Obviously Irrelevant Product Information. Journal of Consumer Research, 28(4), 618-635. doi:10.1086/338205
Harrell, G. D., & Mcconocha, D. M. (1992). Personal Factors Related to Consumer Product Disposal Tendencies. Journal of Consumer Affairs, 26(2), 397-417. doi:10.1111/j.1745-6606.1992.tb00034.x
Scout, H. (n.d.). 10 Ways to Convert More Customers Using Psychology. Retrieved November 07, 2017, from

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