Marckhgott, Eva, Kamleitner, Bernadette. 2019. Matte Matters: When Matte Packaging Increases Perceptions of Food Naturalness. Marketing Letters. 30 (2), 167-178.
BibTeX
Abstract
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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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 |
Associations
- Projects
- Packaging
- People
- Marckhgott, Eva (Former researcher)
- Kamleitner, Bernadette (Details)
- Organization
- Institute for Marketing and Consumer Research IN (Details)
- Competence Center for Experimental Research WE (Details)