The Effect of Transparent Packaging on Psychological Ownership and Preference
Transparent packaging removes the visual barrier between the consumers and the product, thereby allowing consumers to develop a more intimate relationship with the product. This, in turn, leads to a preference for products in a transparent packaging over products in an opaque packaging.
Eva Marckhgott, Bernadette Kamleitner, and Zachary Estes (2020) ,"The Effect of Transparent Packaging on Psychological Ownership and Preference", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1211-1211.
Eva Marckhgott, Wirtschafts University, Austria
Bernadette Kamleitner, Vienna University of Economics and Business, Austria
Zachary Estes, Bocconi University, Italy
NA - Advances in Consumer Research Volume 48 | 2020
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