Is Matte the New Black? the Impact of Learned Associations on Perceptions of Food Healthfulness

We demonstrate that consumers have learned over time to associate glossy packaging with unhealthy snack foods, and matte packaging with healthy snack foods (in studies 1 to 4), with important downstream consequences for consumption and choice behavior (in studies 5 and 6).


Ning Ye, Maureen Morrin, and Kristina Kampfer (2019) ,"Is Matte the New Black? the Impact of Learned Associations on Perceptions of Food Healthfulness", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 24-28.


Ning Ye, Temple University, USA
Maureen Morrin, Temple University, USA
Kristina Kampfer, Kanter Added Value


NA - Advances in Consumer Research Volume 47 | 2019

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