When Do Transparent Packages Increase (or Decrease) Food Consumption?
When Do Transparent Packages Increase (or Decrease) Food Consumption?
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DOI：
10.1509/jm.11.0610
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发表时间：
2013-07-01
影响因子：
12.9
通讯作者：
Srinivasan, Raji
中科院分区：
文献类型：
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作者：
Deng, Xiaoyan;Srinivasan, Raji
透明包装在食品消费环境中非常普遍。然而，之前的研究还没有系统地研究透明包装是否以及如何影响食品消费。作者认为，透明包装对食品消费有两个相反的影响：它增强了食品的显着性，从而增加了消费(突显效应)；它促进了消费监控，从而降低了消费(监控效应)。他们认为，透明包装对食品消费的净影响受到食品特性(例如，单位大小、外观)的影响。对于小的、视觉上有吸引力的食物，监测效果很低，所以突出效应占主导地位，人们吃的透明包装比不透明包装的更多。对于大型食品，监测效应占主导地位，降低了消费量。对于主要为了健康而消费的蔬菜，消费监控没有启动，因此突出效应占主导地位，这具有讽刺意味地减少了消费。作者的发现表明，营销者应该提供透明包装的小食品和不透明包装的大食品和蔬菜，以增加购买后的消费(和销售)。
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 on food consumption is moderated by food characteristics (e.g., unit size, appearance). For small, visually attractive foods, the monitoring effect is low, so the salience effect dominates, and people eat more from a transparent package than from an opaque package. For large foods, the monitoring effect dominates the salience effect, decreasing consumption. For vegetables, which are primarily consumed for their health benefits, consumption monitoring is not activated, so the salience effect dominates, which ironically decreases consumption. The authors' findings suggest that marketers should offer small foods in transparent packages and large foods and vegetables in opaque packages to increase postpurchase consumption (and sales).