Does outward appearance appeal to the inward mind? The impact of packaging finishes on brand impressions and the subsequent behavior of consumer

Purpose: The purpose of this study is to identify conditions under which consumers prefer matte packages and those under which they prefer glossy packages and to extend the findings to the context of consumer evaluations. Design/methodology/approach: A series of four experiments-conducted across a diverse range of settings and consumers (through lab experiments and field studies) and using different types of products (mobile phones, invitation cards, wrappers and coffee packs)- examined the effects of matte and glossy packaging finishes on consumer evaluations (i.e. preferences, attitudes and purchase intentions). This paper further developed moderated mediation models to illustrate the mechanisms underlying the examined effects. Findings: People with warmth and competence focus favored matte and glossy packaging, respectively. In addition, the warmth (competence) focus enhanced the positive influence of matte (glossy) packaging on brand sincerity (competence), leading to more favorable consumer evaluations (i.e. brand attitudes, product attitudes and purchase intentions). Practical implications: This study provides managers with insights into conferring desired impressions of sincerity (competence) upon a brand and methods of attracting certain warmth focused (competence focused) consumers by using matte (glossy) packaging finishes. Originality/value: This is the study to systematically investigate the effect of packaging finishes on brand impressions and consumer evaluations.