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Adding warmth to packaging! The impact of anthropomorphism in packaging on anticipated consumption enjoyment

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  • Chen, Libin
  • Zhang, Miaoran
  • Ma, Ke

Abstract

Anthropomorphism, as an innovative design strategy, has been widely applied in product packaging. However, the impact of anthropomorphism in packaging on consumers' anticipated consumption enjoyment, its underlying mechanisms, and boundary conditions have not been fully explored. Through three studies, we seek to explore the influence of anthropomorphic packaging on consumers' anticipated consumption enjoyment and the underlying psychological processes involved. Specifically, we revealed that packaging anthropomorphism significantly enhanced consumers’ anticipated consumption enjoyment. Further revealed the serial-mediated roles of perceived cuteness and perceived psychological closeness between packaging anthropomorphism and anticipated consumption enjoyment. In addition, we tested the moderating effect of product gender, with results showing that the effect of anthropomorphic packaging was more pronounced for masculine products, while its impact on feminine products was relatively weaker, especially under high levels of anthropomorphism. These findings offer practical insights for businesses to design more attractive and emotionally resonant packaging.

Suggested Citation

  • Chen, Libin & Zhang, Miaoran & Ma, Ke, 2025. "Adding warmth to packaging! The impact of anthropomorphism in packaging on anticipated consumption enjoyment," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    • Handle: RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925001900
    DOI: 10.1016/j.jretconser.2025.104411
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