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

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.


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, Pages: .


Aparna Sundar, University of Cincinnati, USA
Theodore Noseworthy, University of Guelph, Canada
Karen Machleit, University of Cincinnati, USA


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


K4. Movie Reviews and their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures

Subimal Chatterjee, SUNY Binghamton, USA
Ning Fu, SUNY Binghamton, USA
Qi Wang, SUNY Binghamton, USA

Read More


Consumer Reluctance Toward Medical Artificial Intelligence: The Underlying Role of Uniqueness Neglect

Chiara Longoni, Boston University, USA
Andrea Bonezzi, New York University, USA
Carey K. Morewedge, Boston University, USA

Read More


To Apologize, or Not to Apologize? That is A Question - How Should an Organization Respond to Executive Employees’ Private Life Misconduct?

Zayed Bin Islam, University of Guelph, Canada
Juan Wang, University of Guelph, Canada
Towhidul Islam, University of Guelph, 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.