The Cross-Modal Effects of Packaging Glossiness on Haptic Perception
This article examines the cross-modal effect of glossiness versus matte packaging on haptic perception and product liking. It shows that a product with a glossy packaging is perceived as lighter, thinner, colder and smoother than a product with a matte packaging. Moreover a glossy packaging increases the product liking.
Citation:
Caroline Cloonan and Gwenaëlle Briand Decré (2015) ,"The Cross-Modal Effects of Packaging Glossiness on Haptic Perception ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 124-125.
Authors
Caroline Cloonan, ISG Business School, France
Gwenaëlle Briand Decré, LUNAM University, University of Angers, GRANEM (Groupe de Recherche Angevin en Economie et Management) - UMR MA 49- Faculté des Lettres, Langues et Sciences Humaines and Affiliate member of Professor Aradhna Krishna’s Sensory Marketing Laboratory at
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
Share Proceeding
Featured papers
See MoreFeatured
J6. Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip
Jayant Nasa, Indian School of Business
Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, USA
Featured
No Self to Spare: How the Cognitive Structure of the Self Influences Moral Behavior
Rima Touré-Tillery, Northwestern University, USA
Alysson Light, University of the Sciences
Featured
F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy
Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA