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• W2128380650 abstract "Transparent packages are pervasive in food consumption environments. Yet prior research has not systematically examined whether and how transparent packaging affects food consumption. The authors propose that transparent packaging has two opposing effects on food consumption: it enhances food salience, which increases consumption (salience effect), and it facilitates consumption monitoring, which decreases consumption (monitoring effect). They argue that the net effect of transparent packaging on food consumption is moderated by food characteristics (e.g., unit size, appearance). For small, visually attractive foods, the monitoring effect is low, so the salience effect dominates, and people eat more from a transparent package than from an opaque package. For large foods, the monitoring effect dominates the salience effect, decreasing consumption. For vegetables, which are primarily consumed for their health benefits, consumption monitoring is not activated, so the salience effect dominates, which ironically decreases consumption. The authors’ findings suggest that marketers should offer small foods in transparent packages and large foods and vegetables in opaque packages to increase postpurchase consumption (and sales)." @default.
• W2128380650 created "2016-06-24" @default.
• W2128380650 creator A5012665072 @default.
• W2128380650 creator A5069808383 @default.
• W2128380650 date "2013-07-01" @default.
• W2128380650 modified "2023-09-27" @default.
• W2128380650 title "When Do Transparent Packages Increase (or Decrease) Food Consumption?" @default.
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• W2128380650 doi "https://doi.org/10.1509/jm.11.0610" @default.
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