Utilizing Matte Packaging to Communicate Warmth

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

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/CongresprocedureConferentiebijdrageAcademicpeer 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.
Originele taal-2Engels
TitelThe Association for Consumer Research (ACR)
StatusGepubliceerd - 1 okt. 2020


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