1.2. Atypicality effects on information processing
The previously discussed literature has largely focused on
effects of typicality on product evaluations, but – to the best of
our knowledge – has paid limited attention to the implications that
atypicality may have for the processing of other available product
information. This is unfortunate, because food packaging generally
contains lots of information that is aimed to inform or persuade
consumers. In this section, we argue that, if atypical packaging
leads to an increased amount of attention towards the product, it
is likely that typicality affects the way in which product information
is processed by consumers (Grunert, 1996). More specifically,
we propose that atypical packaging enhances processing of the
product, and therefore results in enhan