Preserving Essence: the Mere Packaging Effect

Despite retailer and consumer efforts, packaging still makes up the biggest proportion of US household waste. Four studies show that consumers prefer packaged goods and that unpackaged products are perceived as less valuable. We find that consumers believe a product’s essence is lost if it was removed from its packaging.



Citation:

Tim Philipp Doering, Katherine Burson, and Andrew D Gershoff (2019) ,"Preserving Essence: the Mere Packaging Effect", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 196-200.

Authors

Tim Philipp Doering, University of Michigan, USA
Katherine Burson, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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