کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882022 911912 2015 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Decoding the opening process
ترجمه فارسی عنوان
رمزگشایی فرآیند باز شدن
کلمات کلیدی
فرآیند باز شدن، تعجب، لذت بردن
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی

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.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 25, Issue 4, October 2015, Pages 642–649
نویسندگان
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