The Effect of Package Color on Food Decision Making and Its Implications For Consumer Well-Being

Food is perceived as tastier in a dark package and healthier in a bright package. Further, buying intentions are higher when hedonic (healthy) food is presented in dark (bright) package. Perceived congruency between package color and food type mediates this effect. Brand familiarity and health claim moderate the relationship.



Citation:

Chi Pham and Nitika Garg (2019) ,"The Effect of Package Color on Food Decision Making and Its Implications For Consumer Well-Being", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 809-810.

Authors

Chi Pham, University of New South Wales, Australia
Nitika Garg, University of New South Wales, Australia



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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