The congruency between the container and the content: should we texture everything to seduce the consumer?

Bruno Ferreira (), Sonia Capelli () and Olivier Trendel ()
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Bruno Ferreira: CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand
Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Olivier Trendel: MKT - Marketing - EESC-GEM Grenoble Ecole de Management

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Abstract: This study examines the effects of congruency between the texture of the packaging and the texture of the product. Three experiments on chocolate tasting reveal that when the texture of the product is not congruent with the texture of the packaging, this leads to a disconfirmation of expectations and a lower evaluation of the taste of chocolate.

Keywords: texture; packaging; congruency; sensorial marketing; congruence; marketing sensoriel (search for similar items in EconPapers)
Date: 2014-08-05
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Published in 17th AMS World Congress, Aug 2014, Lima, Peru. pp.cd-rom

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01071622

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