Is Seeing Believing? Consumer Responses to Opacity of Product Packaging

Sucharita Chandran, Boston University, USA
Rishtee Kumar Batra, Boston University, USA
Benjamin Lawrence, Boston University, USA
Prior studies have shown that product and packaging design influences consumer reactions and purchase behaviors, however, research has neglected to examine a package’s opacity or lack of transparency on consumers’ perceptions. Utilizing three experiments this study looks at the effect of opacity on product evaluations and demonstrates that product opacity influences willingness to pay and quality perceptions, and these effects are mediated through evaluations of trust.
[ to cite ]:
Sucharita Chandran, Rishtee Kumar Batra, and Benjamin Lawrence (2009) ,"Is Seeing Believing? Consumer Responses to Opacity of Product Packaging", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 970-970.