Consumers associate a brand's packaging with functional, social, and emotional benefits. Depending on how a package is designed consumers associate the packaged product with different benefits Consumers associate a brand's packaging with the same benefits regardless of gender. The more functional benefits that the consumer associate with a brand's packaging the more the brand is preferred. The more social benefits that the consumer associate with a brand's packaging the more the brand is preferred. The more emotional benefits that the consumer associate with a brand's packaging the more the brand is preferred