When Do Transparent Packages Increase (or Decrease) Food Consumption?

@article{Deng2013WhenDT,
  title={When Do Transparent Packages Increase (or Decrease) Food Consumption?},
  author={Xiaoyan Deng and Raji Srinivasan},
  journal={Journal of Marketing},
  year={2013},
  volume={77},
  pages={104 - 117}
}
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… 

Tables from this paper

Transparent Windows on Food Packaging Do Not Always Capture Attention and Increase Purchase Intention

TLDR
The results showed salience effects for both packaging with transparent and food-graphic windows, which were also regulated by food category, and the willingness to purchase was higher in both transparent and graphic conditions than the baseline condition.

When Do Consumers Eat More? The Role of Appearance Self-Esteem and Food Packaging Cues

Prior research has found that under certain conditions, small packages can paradoxically increase consumption. The authors build on this work by suggesting that people low in appearance self-esteem

Who Buys Oddly Shaped Food and Why? Impacts of Food Shape Abnormality and Organic Labeling on Purchase Intentions

Even without official quality standards, food retailers generally do not offer abnormally shaped food based on the assumption that consumers reject food that deviates physically from some norm.

Do extra ingredients on the package lead to extra calorie estimates?

Purpose This paper aims to address how adding food ingredients to a packaged base food affects consumers’ calorie estimation of the new augmented product. Design/methodology/approach The four
...

References

SHOWING 1-10 OF 74 REFERENCES

When Do Consumers Eat More? The Role of Appearance Self-Esteem and Food Packaging Cues

Prior research has found that under certain conditions, small packages can paradoxically increase consumption. The authors build on this work by suggesting that people low in appearance self-esteem

The Influence of Incidental Affect on Consumers’ Food Intake

Although incidental affect has been shown to influence both attitude and purchase behavior, it has not been extended to actual consumption. This research investigates whether specific affective

Can “Low-Fat” Nutrition Labels Lead to Obesity?

TLDR
A framework is developed that contends that low-fat nutrition labels increase food intake by increasing perceptions of the appropriate serving size and decreasing consumption guilt, and suggest win-win packaging and labeling insights for public policy officials and food marketers.

The Effects of Reduced Food Size and Package Size on the Consumption Behavior of Restrained and Unrestrained Eaters

This research examines the moderating role of attempted dietary restraint on the amount of food consumed from small food in small packages versus large food in large packages. Four experiments

Environmental factors that increase the food intake and consumption volume of unknowing consumers.

TLDR
This review underscores how small structural changes in personal environments can reduce the unknowing overconsumption of food and redirecting the focus of investigations to the psychological mechanisms behind consumption will raise the profile and impact of research.

The office candy dish: proximity's influence on estimated and actual consumption

TLDR
These results show that the proximity and visibility of a food can consistently increase an adult's consumption of it, and suggest that people may be biased to overestimate the consumption of foods that are less proximate, and to underestimate those that are more proximate.

Effect of sensory perception of foods on appetite and food intake: a review of studies on humans

TLDR
Results from studies investigating the link between the sensory perception of food and human appetite regulation are reviewed, finding that increasing the food variety can increase food and energy intake and in the short to medium term alter energy balance.

Proximity's Influence on Estimated and Actual Candy Consumption

TLDR
The results show that the proximity and visibility of a food can consistently increase an adult’s consumption of it and suggest that people may be biased to overestimate the consumption of foods that are less proximate, and to underestimate those that are more proximate.

The Unhealthy = Tasty Intuition and Its Effects on Taste Inferences, Enjoyment, and Choice of Food Products

TLDR
The authors find that the less healthy the item is portrayed to be, the better is its inferred taste, the more it is enjoyed during actual consumption, and the greater is the preference for it in choice tasks when a hedonic goal is more (versus less) salient.
...