Do We Judge a Book By Its Cover and a Product By Its Package? How Affective Expectations Are Contrasted and Assimilated Into the Consumption Experience

Sharon Horsky, Bar Ilan University, Israel
Heather Honea, San Diego State University, USA
Product packaging can be the first observable signal of a product’s underlying traits. Three experimental studies examine the positive impact of this signal on consumers’ perceptions. Results indicate that packaging aesthetic is capable of influencing the believability of unverifiable credence claims and actual gustatory experiences. Actual product quality level determines whether reactions to aesthetics are assimilated into or contrasted to consumer perceptions. Perceptions of a low quality product can be enhanced by an attractive package. Perceptions of a high quality product are enhanced by a package with less aesthetic appeal.
[ to cite ]:
Sharon Horsky and Heather Honea (2009) ,"Do We Judge a Book By Its Cover and a Product By Its Package? How Affective Expectations Are Contrasted and Assimilated Into the Consumption Experience", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 699-700.