Do We Judge a Book By Its Cover and a Product By Its Package? How Affective Expectations Are Contrasted and Assimilated Into the Consumption Experience

Product packaging can be the first observable signal of a product’s underlying traits. Three experimental studies examine the positive impact of this signal on consumers’ perceptions. Results indicate that packaging aesthetic is capable of influencing the believability of unverifiable credence claims and actual gustatory experiences. Actual product quality level determines whether reactions to aesthetics are assimilated into or contrasted to consumer perceptions. Perceptions of a low quality product can be enhanced by an attractive package. Perceptions of a high quality product are enhanced by a package with less aesthetic appeal.



Citation:

Sharon Horsky and Heather Honea (2009) ,"Do We Judge a Book By Its Cover and a Product By Its Package? How Affective Expectations Are Contrasted and Assimilated Into the Consumption Experience", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 699-700.

Authors

Sharon Horsky, Bar Ilan University, Israel
Heather Honea, San Diego State University, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement

Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece

Read More

Featured

Effects of Affective Language on Perceived Helpfulness of Online Reviews

Nikolay Georgiev, HEC Paris, France
Marc Vanhuele, HEC Paris, France

Read More

Featured

Q6. Online Social Status Predicts Subjective Well-being: a Two Population Study

Rui Du, University of Hawaii, USA
Miao Hu, University of Hawaii, USA

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.