Utilizing Matte Packaging to Communicate Warmth

Yu-Shan (Athena) Chen, Wei-Ken Hung

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review


Two studies demonstrate that matte packaging conveys haptic information in the same manner as interpersonal touch (Study 1); and, matte packaging is preferred over glossy packaging when people have a goal to reduce coldness (Study 2). Together, these results suggest that matte packaging is instrumental in communicating warmth.
Original languageEnglish
Title of host publicationThe Association for Consumer Research (ACR)
Publication statusPublished - 1 Oct 2020


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