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

  title={When Do Transparent Packages Increase (or Decrease) Food Consumption?},
  author={Xiaoyan Deng and R. Srinivasan},
  journal={Journal of Marketing},
  pages={104 - 117}
  • Xiaoyan Deng, R. Srinivasan
  • Published 2013
  • Business
  • Journal of Marketing
  • 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… CONTINUE READING

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