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Matte matters: when matte packaging increases perceptions of food naturalness

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Listed:
  • Eva Marckhgott

    (Vienna University of Economics and Business (WU))

  • Bernadette Kamleitner

    (Vienna University of Economics and Business (WU))

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.

Suggested Citation

  • Eva Marckhgott & Bernadette Kamleitner, 2019. "Matte matters: when matte packaging increases perceptions of food naturalness," Marketing Letters, Springer, vol. 30(2), pages 167-178, June.
    • Handle: RePEc:kap:mktlet:v:30:y:2019:i:2:d:10.1007_s11002-019-09488-6
    DOI: 10.1007/s11002-019-09488-6
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    References listed on IDEAS

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    Cited by:

    1. Aner Tal & Yaniv Gvili & Moty Amar, 2021. "Visual Size Matters: The Effect of Product Depiction Size on Calorie Estimates," IJERPH, MDPI, vol. 18(23), pages 1-19, November.
    2. Courtney Szocs & Sara Williamson & Adam Mills, 2022. "Contained: why it’s better to display some products without a package," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 131-146, January.
    3. Yegyu Han & Mario Pandelaere, 2021. "All that glitters is not gold: when glossy packaging hurts brand trust," Marketing Letters, Springer, vol. 32(2), pages 191-202, June.

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