Too Cute to Be Healthy: How Cute Packaging Designs Affect Judgments of Product Tastiness and Healthiness

Schnurr, Benedikt

doi:10.1086/705029

Cited by 36 publications

(36 citation statements)

References 39 publications

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“…Given the affective reaction to visual design identified in the literature, it seems likely that the bias may be even stronger for attributes for which pleasure or enjoyment are paramount. This conjecture is consistent with recent evidence that a cute design increases perceived tastiness, and therefore the overall appeal, of vice products (Schnurr 2019). Second, additional research is needed to attempt to identify ways to increase consumer resistance to design seduction.…”

Section: Resultssupporting

confidence: 81%

The Influence of Product Aesthetics on Consumer Inference Making

Crolic¹,

Zheng²,

Hoegg³

et al. 2019

Journal of the Association for Consumer Research

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Product aesthetics can enhance consumer welfare in numerous ways. Aside from simply making products more pleasurable, product aesthetics can also influence the inferences that consumers make about functional attributes. In some instances, an attractive design can accurately provide information regarding utility. In other instances, however, an attractive design can be a misleading signal that prompts consumers to assume more utility than justified. Across five studies, the present research examines whether aesthetics can exert an unwarranted influence on the estimation of missing attribute information in favor of an aesthetically superior product. We show that aesthetics can bias consumers' inferences about functionality, sometimes overriding other more diagnostic information. Boundaries to this effect are also identified that may serve to correct the bias and preserve consumer welfare. F or nearly two decades, a growing body of research has addressed how product aesthetics can influence consumer response (Bloch 1995). At a general level, research has variously shown that attractive design can enhance product satisfaction and liking, impressions of prestige, luxury, and usability, as well as product and firm value (e.g., Hagtvedt and Patrick 2008; Townsend and Shu 2010). At the level of specific aesthetic dimensions, research has similarly found that positive affective and evaluative responses to an offering can be elicited by characteristics such as prototypicality, proportionality, color, symmetry, novelty, coolness, and cuteness (e.g.

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Section: Resultssupporting

confidence: 81%

The Influence of Product Aesthetics on Consumer Inference Making

Crolic¹,

Zheng²,

Hoegg³

et al. 2019

Journal of the Association for Consumer Research

View full text Add to dashboard Cite

show abstract

“…The aim of our research was also to clarify the contradictory findings on the shape and color of packaging in the literature. Based on the results of previous research, the shape of the packaging is also a factor influencing the assessment of healthiness [44][45][46]. The shape of the packaging may indicate the physique desired by the consumer [46], and may influence calorie consumption, and thus the perceived effect on health [47].…”

Section: Aim Of Researchmentioning

confidence: 99%

I Believe It Is Healthy—Impact of Extrinsic Product Attributes in Demonstrating Healthiness of Functional Food Products

2021

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Due to the high proportion of impulse purchases and the short time devoted to purchase decisions, packaging and other extrinsic attributes are becoming increasingly important in demonstrating the health benefits of a functional food item to consumers as plausibly as possible. Our research aims at identifying the role of extrinsic features (claims related to ingredients and health claims, organic or domestic origin, as well as the shape and color of packaging), gathered in the course of in-depth literature analysis, in the case of a functional smoothie. Our online consumer questionnaire was completed by 633 respondents, and the answers were assessed by choice based conjoint analysis. Our results show that each examined attribute plays a role in the assessment of health effects. The color blue has the biggest impact on making the consumer believe in the health benefits of the product. This is followed by the indication of organic origin, then the statement emphasizing the natural quality of the ingredients. The assessment of the specific extrinsic attributes is affected by consumers’ general health interest level, their involvement with food items, and their various demographic features.

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“…Due to severe competitive pressure, and to satisfy consumers' needs, companies implement different strategies and practices of marketing to persuade customers or even compel them to purchase their products among various brands. According to their activities, companies use high quality, cute and well-designed and stylish packaging [15]. According to previous studies dealing with consumers behaviour towards packaging at the moment of purchase, different determinants were mentioned by authors such as packaging design, shape, and colour.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The Effect of Packaging Size on Purchase Intention: The Case of Tunisian Olive Oil in the USA Market

Trigui¹,

Abdelmoula²

2019

IJBER

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In response to today's needs and changes in the international market in which many products travel all around the world, this study investigates the impact of packaging size upon perceived value for money and purchase intentions. Although existing literature has provided ample evidence that packaging size is able to influence consumers' behaviour and decision-making, still scarce research has explored what the size should be to succeed in exporting to new markets and attract more consumers, so it can possibly enhance perceptions value for money and lead to higher purchase intentions. This research examines how packaging size can influence purchase intention when this relation is mediated by value for money and identifies the optimal packaging size for olive oil bottles in the USA market. Experimentation was the selected methodology for our study and two online surveys were conducted for data collection. Our findings reveal that consumers prefer small packaging of olive oil bottles. This research provides important implications for managers who will improve their sales by taking into account the value for money approach and adapt Olive Oil packaging size to the specificities and preferences of the target market.

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Too Cute to Be Healthy: How Cute Packaging Designs Affect Judgments of Product Tastiness and Healthiness

Cited by 36 publications

References 39 publications

The Influence of Product Aesthetics on Consumer Inference Making

The Influence of Product Aesthetics on Consumer Inference Making

I Believe It Is Healthy—Impact of Extrinsic Product Attributes in Demonstrating Healthiness of Functional Food Products

The Effect of Packaging Size on Purchase Intention: The Case of Tunisian Olive Oil in the USA Market

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