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.



Citation:

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.

Authors

Eva Marckhgott, Wirtschafts University, Austria
Bernadette Kamleitner, Vienna University of Economics and Business, Austria
Zachary Estes, Bocconi University, Italy



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Felt Status, Social Contagion, and Consumer Word-of-Mouth in Preferential Treatment Contexts

Brent McFerran, Simon Fraser University, Canada
Jennifer Argo, University of Alberta, Canada

Read More

Featured

Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?

Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA

Read More

Featured

When Humans Consume Humanlike Animals: Anthropomorphism, Power, and Cruelty-free Consumption

Ji Myoung Danny Kim, University at Buffalo
Sunyee Yoon, University at Buffalo

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.