The Psychology of Unboxing
Last year alone, six-and-a-half years worth of unboxing videos were uploaded to YouTube. These videos show consumers opening packages and removing their contents. The concept sounds simplistic, but consumers find them mesmerizing. Why is that, and what should retailers know about unboxing?
From the Consumer's Perspective
In a post on Etsy's blog, Susan Willis, PhD, says, "The anticipation we associate with the gift-wrapped present is for the unknown object. In anticipating a plastic-wrapped commodity, we imagine the experience of its use since its identity is already revealed."
Maria Haggerty is CEO and one of the original founders of Dotcom Distribution, a premier provider of B2C and B2B fulfillment and distribution services. She received her Bachelor of Business Administration from University of Houston, C.T. Bauer College of Business with a concentration in Accounting. Maria plays an integral role in developing and defining all aspects of the business, including sales and marketing, operations, finance and IT. As CEO, she is responsible for providing strategic leadership, establishing long range goals, and developing strategies for the senior leadership team. Maria has developed the systemic and procedural infrastructure necessary to provide timely and accurate analysis of budgets, financial reports and financial trends in order to assist the Board, senior executives and clients in performing their responsibilities while achieving favorable results. She works closely with the leadership team to enhance, develop, and enforce procedures that will improve the overall operation and effectiveness of the corporation. During her tenure at the Dotcom, Maria has developed an environment of continual improvement by supporting the Senior Leadership Team and their department managers on continuous process, space labor, automation, and financial best practices. Prior to founding Dotcom, Maria was a CPA at Arthur Andersen and was later the CFO of GoodTimes Home Video where she helped grow the company’s distribution business. When Maria is not in the office, she enjoys traveling around the world and practicing her photography skills.