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Hooked on subscriptions: The thrill of unboxing: Interview with Nic Healey


Grimmer, L, Hooked on subscriptions: The thrill of unboxing: Interview with Nic Healey, Radio 2ser 107.3, 2SER, Sydney, 12 December 2017 (2017) [Media Interview]

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Everyone knows that feeling of excitement when you open a wrapped gift or that anticipation before seeing what you’ve received in the post. Retailers are increasingly aware of these emotional and psychological thrills. "Subscription box retailing" is now a growing consumer trend, as retailers send out samples and new products to loyal consumers. The element of surprise built into these services is getting consumers hooked. In fact, the psychological feelings many people feel when unboxing is similar to gambling, with its risks and rewards. We were joined by retail research Dr Louise Grimmer, from the University of Tasmania, to take a deeper look at why people become obsessed with these subscriptions and how retailers are exploiting our emotional and psychological cues for marketing purposes.

Item Details

Item Type:Media Interview
Keywords:Retail, online retail, subscription retail
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Commercial Services and Tourism
Objective Group:Property, business support services and trade
Objective Field:Wholesale and retail trade
UTAS Author:Grimmer, L (Dr Louise Grimmer)
ID Code:123037
Year Published:2017
Deposited By:TSBE
Deposited On:2017-12-12
Last Modified:2021-07-07
Downloads:27 View Download Statistics

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