Transparent packaging could give shoppers more than they had bargained for, according to new research co-authored by Bayes Business School (City St George's, University of London) and Vienna University of Economics and Business, which suggests seeing a product increases the psychological desire to own it.
Customers rely on many cues when choosing a product to purchase, including brand name, convenience, price, size and item description. The research shows that visibility of a product also influences purchasing decisions.
Findings were consistent in seven studies and more than 2,000 participants, with a range of product categories and availability of product information. The research is summarised in a video explainer , with results showing that consumers prefer transparency regardless of:
However, when participants rated the attractiveness, product knowledge, intention to purchase and feeling of ownership for either a see-through or concealed pack of muesli, only their sense of owning the product was a significant driver of purchase intent. Further studies also showed the advantages of transparent packaging to be weaker when the product is visually unappealing, or if shoppers are not purchasing a product for themselves.
Findings from the research suggest transparent packaging breaks down barriers between consumer and product, enforcing desire for ownership.
Zachary Estes, Professor of Marketing at Bayes Business School, said:
“Our research offers a valuable opportunity for the retail sector and insights into how consumers build emotional connections with products.
“Over seven independent studies, we show how items in transparent rather than opaque packaging affect choices and intention to buy a variety of food and non-food products, with various packaging materials and window types.
“Despite this, so many of the most enticing products we see online or in-store are in opaque packaging, thereby limiting the opportunity they have to draw additional emotional desire from customers and motivation for ownership.
“Our findings therefore create a new dimension for retailers and marketers when considering the most appropriate and revenue-driving packaging for their products.”
‘A window of opportunity: transparent packaging affects product preference via psychological ownership’ by Dr Eva Marckhgott, Professor Bernadette Kamleitner and Professor Zachary Estes is published in the International Journal of Research in Marketing .
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Notes to Editors
International Journal of Marketing
Experimental study
People
A window of opportunity: transparent packaging affects product preference via psychological ownership
20-May-2026