Quotation Marckhgott, Eva, Kamleitner, Bernadette. 2019. Matte Matters: When Matte Packaging Increases Perceptions of Food Naturalness. Marketing Letters. 30 (2), 167-178.




Matte surfaces, that is, those that are dull or lusterless not glossy and shiny, are a current trend in packaging. But does packaging surface affect what consumers think about the product inside it? We focus on consumers’ perception of packaged food products at the point of sale. Using three experiments, we show that food in matte packaging can be perceived as more natural. Notably, the effect of matte packaging only holds for rather artificial products. When matte packaging increases perceptions of product naturalness, consumers also expect the product to be tastier and are more likely to buy it.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Marketing Letters
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new MAR-A, STRAT-B, WH-B
Language English
Title Matte Matters: When Matte Packaging Increases Perceptions of Food Naturalness
Volume 30
Number 2
Year 2019
Page from 167
Page to 178
Reviewed? Y
DOI http://dx.doi.org/10.1007/s11002-019-09488-6
Open Access Y
Open Access Link https://rdcu.be/bxgnA


Marckhgott, Eva (Former researcher)
Kamleitner, Bernadette (Details)
Institute for Marketing and Consumer Research IN (Details)
Competence Center for Experimental Research WE (Details)
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