Transparent Packaging and Consumer Purchase Decisions

Darron Billeter, Brigham Young University, USA
Meng Zhu, Johns Hopkins University, USA
J. Jeffrey Inman, University of Pittsburgh, USA
Results from a series of experiments demonstrate that transparent (as compared to non-transparent) packaging enhances perceptions of product trustworthiness (even when explicitly controlling for product freshness and quality) and leads to higher purchase intention and increased product choice. Physical appeal of products is an important boundary condition for this effect.
[ to cite ]:
Darron Billeter, Meng Zhu, and J. Jeffrey Inman (2012) ,"Transparent Packaging and Consumer Purchase Decisions ", 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: 308-312.