Is Seeing Believing? Consumer Responses to Opacity of Product Packaging
Prior studies have shown that product and packaging design influences consumer reactions and purchase behaviors, however, research has neglected to examine a package’s opacity or lack of transparency on consumers’ perceptions. Utilizing three experiments this study looks at the effect of opacity on product evaluations and demonstrates that product opacity influences willingness to pay and quality perceptions, and these effects are mediated through evaluations of trust.
Sucharita Chandran, Rishtee Kumar Batra, and Benjamin Lawrence (2009) ,"Is Seeing Believing? Consumer Responses to Opacity of Product Packaging", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 970-970.
Sucharita Chandran, Boston University, USA
Rishtee Kumar Batra, Boston University, USA
Benjamin Lawrence, Boston University, USA
NA - Advances in Consumer Research Volume 36 | 2009
E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective
Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University
Consumer’s Local-Global Identity and Price-Quality Associations
Zhiyong Yang, University of North Carolina at Greensboro
Sijie Sun, University of Texas at Arlington
Ashok K Lalwani, Indiana University, USA
Narayan Janakiraman, University of Texas at Arlington
Digital Storytelling and Post-Trust Online Sperm Marketing
Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France