A packaged mindset: How elongated packages induce healthy mindsets.

Daniel Sheehan, Koert Van Ittersum, Adam W Craig, Marisabel Romero

Journal: Appetite 2021;150():104657

PMID: 32169595

Full Text on Elsevier Science View on PubMed

Abstract

Product packaging is an important instrument for marketers to draw consumer attention to specific product information and influence product perceptions. The purpose of this research is to investigate whether exposure to a product's packaging can also activate specific mindsets that, once activated, alter consumers' food perceptions. The results of three experiments demonstrate that elongated containers activate a health mindset that influences both consumers' perception of the packaged food product but also their health perceptions of subsequently encountered food. Specifically, foods in elongated containers lead consumers to think of concepts related to healthiness, which have differentiable effects on subsequent healthy and unhealthy food products.

Address: Gatton College of Business and Economics, University of Kentucky, Lexington, KY, 40526, USA. Electronic address: [email protected].; Department of Marketing, University of Groningen, Nettelbosje 2, 9747, AE, Groningen, the Netherlands. Electronic address: [email protected].; Gatton College of Business and Economics, University of Kentucky, Lexington, KY, 40526, USA. Electronic address: [email protected].; Colorado State University, 1201 Campus Delivery, Fort Collins, CO, 80523, USA. Electronic address: [email protected].

DOI: 10.1016/j.appet.2020.104657

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MeSH Terms: Adult, Choice Behavior, Consumer Behavior, Diet, Healthy, Female, Food Labeling, Food Packaging, Food Preferences, Health Behavior, Humans, Male, Pattern Recognition, Visual, Photic Stimulation