9-Q: Packaging Glossiness Thwarts Perceived Food Healthiness

Two studies demonstrate that consumers judge food and beverages with glossy exterior packages as less healthy, than those in matte packages. This effect is driven by the belief that food and beverages in glossy packaging are more processed, and moderated by the stereotyped perceived healthiness of the food category.



Citation:

Jiaqi Song, Yuwei Jiang, Anish Nagpal, and Gerald J. Gorn (2017) ,"9-Q: Packaging Glossiness Thwarts Perceived Food Healthiness", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1060-1060.

Authors

Jiaqi Song, Hong Kong Polytechnic University, Hong Kong
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
Anish Nagpal, University of Melbourne, Australia
Gerald J. Gorn, Hong Kong Polytechnic University, Hong Kong



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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