Decoding the Opening Process
Five experiments confirmed the hypothesis that observing a box being opened is intrinsically rewarding and that the positive feelings it elicits can increase evaluations of its contents independently of the nature of these contents.
Citation:
Yixia Sun, Yuansi Hou, and Robert. S. Wyer (2015) ,"Decoding the Opening Process", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 258-259.
Authors
Yixia Sun, CUHK Business School,The Chinese University of Hong Kong
Yuansi Hou, CUHK Business School,The Chinese University of Hong Kong
Robert. S. Wyer, CUHK Business School,The Chinese University of Hong Kong
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
Share Proceeding
Featured papers
See MoreFeatured
A Complete Consumer Journey: Tracking Motivation in the Marketplace
Jacob Suher, Portland State University
Szu-chi Huang, Stanford University, USA
Leonard Lee, National University of Singapore, Singapore
Featured
Powerful Buy Time: Why Social Power Leads to Prioritizing Time over Money
Myungjin Chung, University of Texas at Arlington
Ritesh Saini, University of Texas at Arlington
Featured
Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift
Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana