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I think you're just discovered a "downsizing". This word has many explanations and definitions depending on aspect of life, where used. But in influence and manipulation the meaning is clear and partially explained by Josh. Your brain assumes the bigger package is, the bigger value it has or the bigger contents you're getting. The general idea of downsizing ...

When I asked a LEGO employee this, I was told, "Because the retailers tell us to". They went on to tell me that consumers' perceived value of $200 toy is influenced by the size of the box it's in. If some other random toy is on the shelves next to $100 LEGO sets, and the random toy is in a huge box and is only $9, the reptilian part of your brain goes wild ...

Actually TLG are listening, and in fact are replacing boxes with smaller ones right now as we speak. These new boxes will have a FSC (Forest Stewardship Council) certification “which lowers the CO2 impact of its packaging by about 10%.” You will be able to start seeing the smaller boxes this year and by 2015, all of the products will be in smaller ...