Beauty in a Bottle: Package Aesthetics Cues Efficacy Beliefs of Product Performance

Aparna Sundar, University of Cincinnati, USA
Theodore Noseworthy, University of Guelph, Canada
Karen Machleit, University of Cincinnati, USA
Beauty-in-a-bottle is a visual metaphor for an unspoken promise when objective evaluation is difficult. Three experiments and a field study demonstrate that packaging aesthetics serves to inform purchase intent of consumers at the point of decision. Efficacy beliefs inform purchase intent but this happens only in the beauty category.
[ to cite ]:
Aparna Sundar, Theodore Noseworthy, and Karen Machleit (2013) ,"Beauty in a Bottle: Package Aesthetics Cues Efficacy Beliefs of Product Performance", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.