Is What You See What You Get? Consumer Responses to Product Packaging Transparency

In this research we examine the relationship between the transparency of packaging and consumers’ evaluations for a variety of product categories that vary in the extent of sensory contact or involvement of consumers. For those products that are high on sensory attributes such as turkey and cotton tips, participants show a preference for transparent (vs. opaque) packaging while they are indifferent to packaging for those products low on sensory attributes (DVDs, highlighters; Study 1). This transparency advantage is mitigated when other relevant information (visual of cotton tips) or (verbal claim that opaque turkey packaging prevents freezer burn; Study 2). Finally, when negative emotions such as disgust are instantiated. Not only does this transparency advantage not manifest but there is an opacity advantage – i.e. opaque packaging is preferred (nausea medicine; study 3).


Rishtee Batra, Benjamin Lawrence, and Sucharita Chandran (2010) ,"Is What You See What You Get? Consumer Responses to Product Packaging Transparency", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 651-651 .


Rishtee Batra, Indian School of Business, India
Benjamin Lawrence, Boston University, USA
Sucharita Chandran, Boston University, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival

Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong

Read More


K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes

Iris van Ooijen, University of Twente

Read More


I1. Blaming Him or Them? A Study on Attribution Behavior

Chun Zhang, University of Dayton
Michel Laroche, Concordia University, Canada
Yaoqi Li, Sun Yat-Sen University, China

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.