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

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.


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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1123-1123.


Tanuka Ghoshal, Indian School of Business, India
Peter Boatwright, Carnegie Mellon University, USA
Jonathan Cagan, Carnegie Mellon University, USA


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada

Read More


L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior

Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA

Read More


So-Bad-It’s-Good: When Consumers Prefer Bad Options

Evan Weingarten, University of California San Diego, USA
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Patti Williams, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.