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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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