Matte Matters: When Matte Packaging Increases Perceptions of Food Naturalness

Publication: Scientific journalJournal articlepeer-review

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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.
Original languageEnglish
Pages (from-to)167 - 178
JournalMarketing Letters
Issue number2
Publication statusPublished - 2019

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