Consumption rituals (unboxing)

Performing a small structured ritual before consuming something increases involvement and enjoyment.

Emotion and memory Mainly on Post-purchase pages
Where it applies

Two of the eight page areas.

HomepageNot typical CategoryNot typical SearchNot typical ProductAlso applies CartNot typical CheckoutNot typical Post-purchaseMainly here

Not usually a sitewide principle. See everything at work on Post-purchase pages

How to use it

Four ways to use it, and one to avoid.

  • Design unboxing as a sequence the customer performs.
  • Use layered packaging.
  • Add an “open me first” card.
  • Include a first-use step.
  • Avoid: excess packaging, which conflicts with sustainability claims.
What the research found

Tentative. Four lab studies with small food items, and unboxing is an extrapolation.

The evidence is four lab studies with small food items, with no independent replication found.

Tentative. In four small lab studies by Vohs and colleagues, a short ritual before eating chocolate, carrots or lemonade raised enjoyment and, for chocolate, willingness to pay. No independent replication was found, and applying it to unboxing is an extrapolation.

Key research

One source, checked.

Last reviewed

Vohs, Wang, Gino & Norton (2013) Rituals Enhance Consumption Psychological Science Read the source
Before you use it · UK law

Excess packaging conflicts with sustainability claims.

This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.