All that glitters is not gold: when glossy packaging hurts brand trust

Yegyu Han () and Mario Pandelaere
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Yegyu Han: IE University
Mario Pandelaere: Virginia Tech

Marketing Letters, 2021, vol. 32, issue 2, No 5, 202 pages

Abstract: Abstract Prior research found that glossy objects not only excel in drawing attention but also are more positively evaluated than matte ones. Contrary to that research, we show that glossy packaging may adversely affect brand trust. This negative effect of glossy packaging appears robust across different contexts and product categories. We find that consumers evaluate a product in a glossy package as less trustworthy because they view its use as a desperate attempt to draw consumers’ attention. Their negative reaction to glossy packaging thus forms part of their persuasion knowledge.

Keywords: Package; Material and surface; Package aesthetics; Brand credibility; Persuasion knowledge (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s11002-021-09562-y

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