Packaging Fetish
From Cyborg Anthropology
Definition
Complicated packaging surrounds many successful products. The complexity fetishizes the unwrapping and turns it into a ritual action. The chemical smell welcomes the user into his newest human/non-human relationship. Perhaps it will be long and loving, or filled with anger and troubleshooting (via @caseorganic).
For more, Willis, Susan. "Unwrapping Use Value", A Primer for Daily Life. Psychology Press, Oct 10, 1991.
