package and product

06Apr07

“Cheskin was convinced that when people give an assessment of something they might buy in a supermarket or a department store, without realizing it, they transfer sensations or impressions that they have about the packaging of the product to the product itself. To put it another way, Cheskin believed that most of us don’t make a distinction – on an unconscious level between the package and the product. The product is the package and the product combined.”

Blink: The power of thinking without thinking – Malcolm Gladwell

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