Unwrapping the Good News: Packaging Pays, and How!

There is little to no research studying the role of packaging in consumer choice behavior and product experience. In this paper, we a) provide empirical evidence for the influence of packaging on product valuation and product attitude; b) study the judgments and emotions elicited by different kinds of packaging; and c) propose and test a conceptual framework to illustrate the role of packaging in impacting product perceptions. We find that more appealing packaging positively impacts product valuation. Our conceptual model of packaging proposes that its impact on attitude and behavior is mediated by dual logical and affective reactions. This research is a significant first step toward a full understanding of the conceptual role of packaging in the entire product experience.


Tanuka Ghoshal, Peter Boatwright, and Jonathan Cagan (2009) ,"Unwrapping the Good News: Packaging Pays, and How!", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 254-256.


Tanuka Ghoshal, Carnegie Mellon University, USA
Peter Boatwright, Carnegie Mellon University, USA
Jonathan Cagan, Carnegie Mellon University, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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