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

Share Proceeding

Featured papers

See More


Effects of Retail Food Sampling on Subsequent Purchases: Implications of Sampling Healthy versus Unhealthy Foods on Choices of Other Foods

Dipayan Biswas, University of South Florida, USA
Jeffrey Inman, University of Pittsburgh, USA
Johanna Held, University of Bayreuth

Read More


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


Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA

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.