Transparent Packaging and Consumer Purchase Decisions

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 308-312.

Authors

Darron Billeter, Brigham Young University, USA
Meng Zhu, Johns Hopkins University, USA
J. Jeffrey Inman, University of Pittsburgh, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

K13. When Does Humor Increase Sharing?

John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA

Read More

Featured

Don’t Stop! Partitioning Increases Satiation to Food

Cammy Crolic, University of Oxford
Yang Yang, University of Florida, USA
Yangjie Gu, HEC Paris, France

Read More

Featured

Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada

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.