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.


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.


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


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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