All That Glitters Is Not Gold: Packaging Glossiness, Attention, and Trustworthiness

Contrasting with previous research showing that people prefer shiny objects, the present research shows that the use of glossy packaging may backfire. Specifically, we find that consumers may perceive the use of glossiness in packaging as an attention-grabbing tactic which activates persuasion knowledge and reduces trustworthiness of the brand.



Citation:

Yegyu Han (2018) ,"All That Glitters Is Not Gold: Packaging Glossiness, Attention, and Trustworthiness", 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: 81-82.

Authors

Yegyu Han, Virginia Tech, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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