Packaged Or Unpackaged? How Displaying a Product With Vs. Without Packaging Influences Product Evaluations

Managers display products with and without packaging in stores, advertisements, and online, seemingly arbitrarily. Would displaying a product encapsulated in a package as opposed to unpackaged influence consumers’ product evaluations? If so, why? Three experimental studies address these research questions and contribute to the literature on packaging and display effects.



Citation:

Courtney Szocs, Sara Williamson, and Adam Mills (2020) ,"Packaged Or Unpackaged? How Displaying a Product With Vs. Without Packaging Influences Product Evaluations", 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: 1226-1226.

Authors

Courtney Szocs, Louisiana State University, USA
Sara Williamson, SUNY Old Westbury, USA
Adam Mills, Loyola University New Orleans



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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