Matte Packaging and Its Effect on Perceived Naturalness of a Product

Two experiments show that consumers use package mattedness as a cue for product naturalness. Package-induced perceptions of product naturalness, in turn, increase expected tastiness and purchase intentions. The effect is moderated by inherent product category naturalness such that the effect is especially pronounced among products low in inherent naturalness.


Eva Marckhgott and Bernadette Kamleitner (2018) ,"Matte Packaging and Its Effect on Perceived Naturalness of a Product", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 79-80.


Eva Marckhgott, WU Vienna, Austria
Bernadette Kamleitner, WU Vienna, Austria


E - European Advances in Consumer Research Volume 11 | 2018

Share Proceeding

Featured papers

See More


Consumers’ Attitudes Towards Their Rights and Responsibilities in the Sharing Economy: An Ideological Perspective

Marylouise Caldwell, University of Sydney, Australia
Steve Elliot, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
Marcus O'Connor, University of Sydney, Australia

Read More


I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada

Read More


The Ex-Money Effect: When and Why People Feel Connected to Outcomes that Involve Money They Previously Had

Charis Li, University of Florida, USA
Yanping Tu, University of Florida, 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.