5A Cute Outside, Sweet Inside: the Effects of Cute Food Packaging on Expectations About and Experience of Sweetness

In two studies we examine the effects of cute packaging on sensory assumptions about and experiences of food products. We show that products with cute (vs. neutral) packaging are (a) assumed to taste sweeter and (b) actually experienced as tasting sweeter, providing new information for marketers and (health-)conscious consumers.



Citation:

Raphaela Elisabeth Bruckdorfer and Oliver B. Büttner (2019) ,"5A Cute Outside, Sweet Inside: the Effects of Cute Food Packaging on Expectations About and Experience of Sweetness", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 960-960.

Authors

Raphaela Elisabeth Bruckdorfer, University of Duisburg-Essen, Germany
Oliver B. Büttner, University of Duisburg-Essen, Germany



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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