![]() ![]() Matte surfaces are rough and soft, whereas glossy surfaces are smooth and hard ( Briand Decré and Cloonan, 2019 Kergoat et al., 2012 Tiest and Kappers, 2007). Two appearances determine whether a surface is perceived as matte or glossy. The effects of matte and glossy packaging have primarily been investigated from the connotations that surface appearances evoke. Research efforts have been increased over the past decade to unpack the extensive effects of packaging on consumers’ perceptions of the corresponding products ( Magnier and Schoormans, 2017). Theoretical background Conveyance of matte and glossy packaging #Outward appearance seriesThese hypotheses were examined in a series of four experiments. Because of these effects, favorable attitudes could hinge on the linkage between matte packaging and consumers’ warmth and between glossy packaging and a focus on competence. By contrast, glossy packaging leads to impressions of competence and, in turn, attracts consumers who focus on competence related information in developing their attitudes. In the current study, we hypothesized that matte packaging leads to impressions of sincerity and, in turn, attracts target consumers who rely on warmth related information in forming their attitudes. However, to date, knowledge about the brand impressions stimulated by certain packaging finishes, the psychological mechanism that may be involved and the factors that may drive consumer evaluations remain limited. (2016) observed that sustainable packaging led to a perception of high food quality. Among these elements, packaging finishes have recently attracted the attention of researchers, who have mostly focused on their role in enhancing product attributes. Packaging is a critical aspect of marketing because it constitutes a powerful means of enhancing certain product attributes and brand impressions through its graphical, textual and structural design elements ( Celhay and Trinquecoste, 2015 Cornil et al., 2017 Deng and Srinivasan, 2013 Fenko et al., 2016 Magnier and Schoormans, 2017 Ye et al., 2019). #Outward appearance fullThe full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. ![]()
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