Do We Judge a Book By Its Cover? Unwrapping the Role of Visually Appealing Packaging in Product Evaluation

Tanuka Ghoshal, Indian School of Business, India
Peter Boatwright, Carnegie Mellon University, USA
Jonathan Cagan, Carnegie Mellon University, USA
We find that aesthetically appealing packaging (AAP) positively impacts product attitude and valuation for hedonic products but not for utilitarian products, which are differentially processed. The process is non-conscious, and the impact of AAP is attenuated when the stimulus is made conscious. Under cognitive load, the influence of AAP is enhanced.
[ to cite ]:
Tanuka Ghoshal, Peter Boatwright, and Jonathan Cagan (2012) ,"Do We Judge a Book By Its Cover? Unwrapping the Role of Visually Appealing Packaging in Product Evaluation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1123-1123.