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Ye, Ning; Morrin, Maureen; Kampfer, Kristina
Journal of consumer psychology, January 2020, Volume: 30, Issue: 1Journal Article
We demonstrate that consumers have learned that unhealthy snacks such as potato chips tend to be sold in glossy packages, whereas healthier snacks such as crackers tend to be sold in matte packages (in studies 1–3). As a result, consumers who see a snack food package with a glossy matte surface will infer lesser greater healthfulness of its contents (study 4), consume less more of it (study 5), and be more likely to choose a glossy matte package from an assortment of snack packages if motivated to engage in tasty healthful eating (study 6). Theoretical and managerial implications as well as future research opportunities are discussed.
