Purity Packaging: How and When Simple Packaging Designs Enhance Product Evaluations and Choice
We find that simple (vs. complex) package designs lead otherwise identical products to be perceived as of higher valuation. Effect is explained through simple packaging implicitly signaling the purity of the interior product.
Citation:
Lan Anh N Ton, Rosanna Smith, and Julio Sevilla (2020) ,"Purity Packaging: How and When Simple Packaging Designs Enhance Product Evaluations and Choice", 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: 225-226.
Authors
Lan Anh N Ton, University of Georgia, USA
Rosanna Smith, University of Georgia, USA
Julio Sevilla, University of Georgia, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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