Utilizing Matte Packaging to Communicate Social Warmth

Two studies demonstrate that matte packaging conveys haptic information in the same manner as interpersonal touch (Study 1); and, matte packaging is preferred over glossy packaging when people have a goal to reduce coldness (Study 2). Together, these results suggest that matte packaging is instrumental in communicating warmth.


Yu-Shan Athena Chen and Wei-Ken Hung (2020) ,"Utilizing Matte Packaging to Communicate Social Warmth", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1188-1188.


Yu-Shan Athena Chen, Eindhoven University of Technology
Wei-Ken Hung, National United University


NA - Advances in Consumer Research Volume 48 | 2020

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