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

Share Proceeding

Featured papers

See More


Motion, Emotion, and Indulgence: How Movement Influences Consumption

Yegyu Han, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Syagnik Banerjee, University of Michigan at Flint

Read More


M8. Nostalgia Increases Healthy Attitudes and Behaviors

Jannine Lasaleta, Yeshiva University
Carolina O. C. Werle, Grenoble Ecole de Management
Amanda Pruski Yamim, Grenoble Ecole de Management

Read More


Meat the Needs: Ahold Delhaize Sustainable Retailing Model

Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, 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.