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Recently, the manufacturers of Bubble Wrap, the alarmingly addictive packaging that was apparently a brand name all along, announced that they would be redesigning their product. The new version — the horror — will not pop. As Jaime Fuller notes on Daily Intelligencer, the newly imagined product will be called iBubble Wrap, “its Rice Krispies-esque melodies replaced by bubbles that transfer air between one another so they never deflate.”

This raises an important question: What, exactly, was ever so satisfying about popping Bubble Wrap, anyway? As it happens, Kathleen M. Dillon, now psychology professor emerita at Western New England College, published a study in the journal Psychological Reports back in the early 1990s investigating this.