Coined by Cheskin, he recognized that "when people give an assessment of something they might buy in a supermarket or a department store, without realizing it, they transfer sensations or impressions that they have about the packaging of the product to the product itself...Cheskin believed that most of us don't make a distinction - on an unconscious level - between the package and the product. The product is the package and the product combined (Gladwell, p. 160)."

So what?