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.
|Titel||The Association for Consumer Research (ACR)|
|Status||Gepubliceerd - 1 okt. 2020|