The Effect of Unpacking on Consumers’ Sensory Experience: a Goal-Gradient Account

In five experiments involving real consumptions, we demonstrate that unpacking a sensory experience into distinctive consumption units increases enjoyment when consumers focus on the units yet to be enjoyed (to-go focus), which increases consumption motivation and goal gradient. However, the effect reverses when people focus on what has been consumed.


Claire I. Tsai and Min Zhao (2020) ,"The Effect of Unpacking on Consumers’ Sensory Experience: a Goal-Gradient Account", 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: 907-912.


Claire I. Tsai, University of Toronto, Canada
Min Zhao, Boston College, USA


NA - Advances in Consumer Research Volume 48 | 2020

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