Skip to main content

Research Repository

Advanced Search

Decoding the Opening Process

Sun, Y.; Hou, Y.; Wyer Jr., R.S.

Decoding the Opening Process Thumbnail


Authors

Y. Sun

Y. Hou

R.S. Wyer Jr.



Abstract

Five experiments confirmed the hypothesis that observing a box being opened is intrinsically rewarding and that the positive feelings it elicits can increase evaluations of its contents independently of the nature of these contents. Even though a product is already familiar, seeing it in a box being opened can elicit enjoyment and increase evaluations of it. This is true even when the cover of the box is transparent (and so its contents can be easily seen when the box is closed). Moreover, seeing a box being opened increases evaluations of the box even when the box is empty. When the contents of a box are unknown, opening the box can elicit surprise, polarizing evaluations of the product contained in it. When the product is already familiar, however, the opening process influences product evaluations through its impact on enjoyment.

Citation

Sun, Y., Hou, Y., & Wyer Jr., R. (2015). Decoding the Opening Process. Journal of Consumer Psychology, 25(4), 642-649. https://doi.org/10.1016/j.jcps.2015.01.007

Journal Article Type Article
Acceptance Date Jan 10, 2015
Online Publication Date Jan 16, 2015
Publication Date Oct 1, 2015
Deposit Date Jan 31, 2017
Publicly Available Date Mar 29, 2024
Journal Journal of Consumer Psychology
Print ISSN 1057-7408
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 25
Issue 4
Pages 642-649
DOI https://doi.org/10.1016/j.jcps.2015.01.007
Public URL https://durham-repository.worktribe.com/output/1387358

Files




You might also like



Downloadable Citations