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

Author

Listed:
  • 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

    (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)

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.

Suggested Citation

  • Bruno Ferreira & Sonia Capelli & Olivier Trendel, 2014. "The congruency between the container and the content: should we texture everything to seduce the consumer?," Post-Print halshs-01071622, HAL.
    • Handle: RePEc:hal:journl:halshs-01071622
    as

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