EFFECTS OF PACKAGING IN THE PERCEPTION OF DIETETIC COOKIES

Food packaging represents a powerful sensory tool for food marketers. As a matter of fact, it could be considered as the “visiting card” of a product. Besides protecting and preserving the product, through its connotative elements, packaging also plays a communicative function, becoming fundamental for product positioning. Moreover, the consumer-package interaction plays a strategic role for marketers. A notable body of literature has shown, e.g., how the perception of flavor is not only a question of actual taste, but it is the result of a combination of sensations and emotions that starts with expectations elicited even before the product’s experience. Hence, this research looks for to empirically verify how different type of packages impact the perceived healthiness of food. An experiment was conducted, where participants divided into two groups rated – using scales – the perceived healthiness of packed dietary cocoa biscuits. All the data were analyzed through the ANOVA model. These results show that the cookies were perceived as “lighter”, but not necessarily more healthful, in their original packaging. Interestingly, the cookies were rated as more caloric in a traditional glass presentation. Finally, the packaging itself has no influence on the perception of attributes such as "crumbly". Implications and future are also discussed