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 More

Featured

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

Read More

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

Read More

Featured

Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift

Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana

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.