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The allure of the hidden: How product unveiling confers value

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  • Patrick, Vanessa M.
  • Atefi, Yashar
  • Hagtvedt, Henrik

Abstract

Different package designs call for different ways of revealing the product. In this research, we demonstrate that packaging that calls for unveiling—the removal of the cover of a concealed, stationary object—enhances the perceived value of the product compared to other forms of product revelation. Drawing on theories of grounded associations, shared meaning, and contagion, we theorize that the act of unveiling is associated with revealing a protected and thus pristine object, which is consequently perceived to be valuable. We begin the empirical investigation by exploring consumer associations with product unveiling across American and South Korean consumers (pilot study 1). We then demonstrate that the unveiling effect arises with both imagined (pilot study 2) and real objects and is mediated by beliefs about the pristine condition of the object (studies 1–3). We conclude with a discussion of the theoretical contributions, implications for managers, and directions for future research.

Suggested Citation

  • Patrick, Vanessa M. & Atefi, Yashar & Hagtvedt, Henrik, 2017. "The allure of the hidden: How product unveiling confers value," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 430-441.
    • Handle: RePEc:eee:ijrema:v:34:y:2017:i:2:p:430-441
    DOI: 10.1016/j.ijresmar.2016.08.009
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    References listed on IDEAS

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    1. Fabrizio Di Muro & Theodore J. Noseworthy, 2013. "Money Isn't Everything, but It Helps If It Doesn't Look Used: How the Physical Appearance of Money Influences Spending," Journal of Consumer Research, Oxford University Press, vol. 39(6), pages 1330-1342.
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    4. Dick, Alan & Chakravarti, Dipankar & Biehal, Gabriel, 1990. "Memory-Based Inferences during Consumer Choice," Journal of Consumer Research, Oxford University Press, vol. 17(1), pages 82-93, June.
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    Cited by:

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    2. Tami Kim & Lalin Anik & Luca Cian, 2021. "Feedback as a two-way street: when and why rating consumers fails," Marketing Letters, Springer, vol. 32(4), pages 351-362, December.
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    5. Celhay, Franck & Cheng, Peiyao & Masson, Josselin & Li, Wenhua, 2020. "Package graphic design and communication across cultures: An investigation of Chinese consumers' interpretation of imported wine labels," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 108-128.
    6. Lu, Irene R.R. & Kwan, Ernest, 2023. "An investigation of two remedial measures for retailers to address the impact of disease threat on sustainable consumption: A moderated moderated mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

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