Package color saturation and food healthfulness perceptions

Mead, James A.; Richerson, Rob

doi:10.1016/j.jbusres.2017.08.015

Cited by 103 publications

(93 citation statements)

References 48 publications

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“…Because of these associations, consumers who have active health goals prefer products with light‐colored packaging, whereas those who have an active indulgence goal avoid light‐colored packaging. Mead and Richerson () showed that packaging color saturation can bias consumers’ food perceptions. Consumers rely on a judgment heuristic (Kahneman & Frederick, ), associating vivid, highly color‐saturated food packaging with unhealthful food.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…It is, therefore, important to verify that the effect of au naturel packaging color on WTP is robust to different lightness levels. Moreover, Study 4 used stimuli with equal levels of saturation, which a recent contribution suggested as a relevant determinant of the perceived healthfulness of products (Mead & Richerson, ). Whereas Studies 2 and 3 used as non au naturel colors red and orange—which have saturation and lightness levels (the latter measured through the brightness dimension of the HSB model) that are intrinsically different from beige—Study 4 adopted blue as non au naturel color, keeping saturation levels equal across conditions and explicitly manipulating lightness.…”

Section: Hypothesis Testingmentioning

confidence: 99%

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Effects of au naturel packaging colors on willingness to pay for healthy food

Marozzo

Raimondo

Miceli

et al. 2019

Psychology and Marketing

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This study introduces and defines a novel color family-au naturel colors-and proposes that featuring these hues on product packaging enhances consumer willingness to pay (WTP) for healthy food products, but not for unhealthy food products. This effect occurs irrespective of the fit between the colors of the product and of the packaging, and of the color lightness or saturation. Perceptions of product authenticity mediate the relationship between au naturel colors packaging and consumer WTP for the product.The results of seven studies provide support for the proposed conceptual framework, contributing to the literature on consumer responses to colors and packaging features, and allowing to draw implications for the marketing of healthy food products.

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Section: Conceptual Frameworkmentioning

confidence: 99%

Section: Hypothesis Testingmentioning

confidence: 99%

Effects of au naturel packaging colors on willingness to pay for healthy food

Marozzo

Raimondo

Miceli

et al. 2019

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…For example, package shape (i.e., angular versus rounded packages, anthropomorphizing a package shape to mirror an ideal human body shape) and package color (i.e., less saturated versus more saturated colors) drive taste beliefs and even actual taste experiences [7,19,20]. Package colors can also influence the product's perceived healthiness, as research established highly saturated colors (versus lowly saturated colors) to improve health perceptions [21]. Moreover, package size influences quality beliefs in that smaller (versus larger) packages are thought to be of higher quality [22].…”

Section: Food Package Designmentioning

confidence: 99%

Fats are Glossy but Does Glossiness Imply Fatness? The Influence of Packaging Glossiness on Food Perceptions

Kerpel

Volles

Kerckhove

2020

Foods

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This research brings together two research streams, one focusing on the influence of a diverse set of packaging attributes (e.g., shape, size, color, etc.) on perceptions of packaged food and the second one on the up- and downsides of using glossy materials, which are often studied in a non-food context. The current research deals with the influence of glossy (versus matte) food packages on consumers’ perceptions of the food inside the package. With one online survey and one quasi-experiment, we show that consumers draw inferences on the food’s fat level from the package surface, in that glossy packages are seen as a signal of fatness. This association is specific; consumers do not associate glossiness with every unhealthy product aspect. Sugar levels are unaffected by the package surface. However, due to the higher inferred fat level, a product in a glossy package is perceived to be less healthy, less tasty, and low in quality and product expensiveness. Thus, these findings suggest that glossy (versus matte) food packages mainly serve as a signal of negative product qualities.

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“…To date, most of color research in business domain primarily focused on color hue (Chylinski, Northey, & Ngo, ; Kareklas, Brunel, & Coulter, ; Lee, Fujita, Deng, & Unnava, ; Puzakova, Kwak, Ramanathan, & Rocereto, ; Seo & Scammon, ; Wauters, Brengman, & Mahama, ) and value (Hagtvedt & Brasel, ; Hsieh, Chiu, Tang, & Lee, ; Mai, Symmank, & Seeberg‐Elverfeldt, ; Reinoso‐Carvalho, Dakduk, Wagemans, & Spence, ). However, the explorations on the effects of color saturation (Hagtvedt & Brasel, ; Mead & Richerson, ), a seemingly most important color dimension out of the three in terms of triggering peoples’ emotional responses (Suk & Irtel, ), remains relatively scarce (see Labrecque et al, for review). The recent study by Hagtvedt and Brasel () found converging evidence that high (vs. low) color saturation would lead to larger (vs. smaller) perceived size.…”

Section: Hypotheses and Frameworkmentioning

confidence: 99%

The cross‐modal interaction between sound frequency and color saturation on consumer's product size perception, preference, and purchase

Wang

Qian

2019

Psychology and Marketing

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Extant literature has documented the direct effects of both sound frequency and color saturation on the perceived size of products. However, the cross-modal interaction effect of the two on size perception is yet unknown. Through three studies, this paper proposes that the effect of sound frequency on the perceived size of product is moderated by that product's own color saturation, and this further had downstream effects on consumers' product preference and purchase when they possess predetermined product usage goals toward bigger/smaller sizes. Study 1 found behavioral evidence that only when the color of the product is in high saturation can the sound frequency significantly influence the perceived size of the product, with low (vs. high) frequency leading to larger (vs. smaller) perceived size.When the product's color is in low saturation, the effect of sound frequency on perceived size disappears. Study 2 adopted the event-related potential technique and found that high (vs. low) saturation elicited higher arousal (mirrored by P300 amplitudes). Sound frequency is first moderated by color saturation and was then mediated by arousal to affect the perceived product size. The above results were also replicated in the field (Study 3). Theoretical and practical implications are discussed.arousal, color saturation, consumer decision-making, cross-modal interaction, event-related potential, perceived size, sound frequency

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Package color saturation and food healthfulness perceptions

Cited by 103 publications

References 48 publications

Effects of au naturel packaging colors on willingness to pay for healthy food

Effects of au naturel packaging colors on willingness to pay for healthy food

Fats are Glossy but Does Glossiness Imply Fatness? The Influence of Packaging Glossiness on Food Perceptions

The cross‐modal interaction between sound frequency and color saturation on consumer's product size perception, preference, and purchase

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