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

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