Mere Packaging and Consumer Choice: How Unnecessary Packaging Can Increase Product Value

Packaging is a main contributor of landfill waste, but much of it is unnecessary. We find that, despite recognizing this, most consumers prefer packaged products. We find that “mere packaging” can enhance a product’s value because consumers perceive that it keeps a product’s essential positive qualities from leaking out.


Tim Philipp Doering, Andrew D Gershoff, and Katherine Burson (2020) ,"Mere Packaging and Consumer Choice: How Unnecessary Packaging Can Increase Product Value", 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: 308-309.


Tim Philipp Doering, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, USA
Katherine Burson, University of Michigan, USA


NA - Advances in Consumer Research Volume 48 | 2020

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