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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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