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



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