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

Author

Listed:
  • Yegyu Han

    (IE University)

  • Mario Pandelaere

    (Virginia Tech
    Ghent University)

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.

Suggested Citation

  • Yegyu Han & Mario Pandelaere, 2021. "All that glitters is not gold: when glossy packaging hurts brand trust," Marketing Letters, Springer, vol. 32(2), pages 191-202, June.
    • Handle: RePEc:kap:mktlet:v:32:y:2021:i:2:d:10.1007_s11002-021-09562-y
    DOI: 10.1007/s11002-021-09562-y
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    References listed on IDEAS

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