In this study, we assessed whether different packaging appearances would modulate the expectations of dietary food (in this case, transparent-glass jar vs opaque bag of cookies) when presented in a simulated e-commerce environment. A between-participants study was conducted where three different packages were digitally compared by the participants (labeled bag with dietary information on cookies, labeled jar with dietary information on cookies, unlabeled jar with no information on cookies). The obtained evidence generally suggests that a properly labeled dietary cookie jar can be a more effective experience while promoting the health benefits of this kind of product, while at the same time triggering higher expectations concerning aspects related the pleasantness for the cookies. In particular, the participants tended to crave more for the cookies when presented in the jar, as compared to when presented in the bag, and regardless if the jar was labeled or not. The participants also expected the cookies to be sweeter when presented in the jar, as compared to when presented in the bag (again, regardless if the jar was labeled or not). Moreover, the cookie jar seems to be even more efficient for promoting dietary cookies among non-consumers of these type of cookies. We discuss these results mainly in the light of crossmodal correspondences, suggesting the bouba-kiki effect, and semantic congruency, as suitable explanations for the observed effects.

Does the appearance of packaging influences consumers’ expectations of dietary food in e-commerce?

Raffaele Campo
Methodology
;
2021-01-01

Abstract

In this study, we assessed whether different packaging appearances would modulate the expectations of dietary food (in this case, transparent-glass jar vs opaque bag of cookies) when presented in a simulated e-commerce environment. A between-participants study was conducted where three different packages were digitally compared by the participants (labeled bag with dietary information on cookies, labeled jar with dietary information on cookies, unlabeled jar with no information on cookies). The obtained evidence generally suggests that a properly labeled dietary cookie jar can be a more effective experience while promoting the health benefits of this kind of product, while at the same time triggering higher expectations concerning aspects related the pleasantness for the cookies. In particular, the participants tended to crave more for the cookies when presented in the jar, as compared to when presented in the bag, and regardless if the jar was labeled or not. The participants also expected the cookies to be sweeter when presented in the jar, as compared to when presented in the bag (again, regardless if the jar was labeled or not). Moreover, the cookie jar seems to be even more efficient for promoting dietary cookies among non-consumers of these type of cookies. We discuss these results mainly in the light of crossmodal correspondences, suggesting the bouba-kiki effect, and semantic congruency, as suitable explanations for the observed effects.
2021
978-88-943918-6-2
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11586/375493
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