In the present study, we propose that atypical packaging might affect product evaluation indirectly, via increased and therefore more critical processing of product claims. We argue that when packaging is atypical, weak (heuristic) claims decrease product evaluations compared to when packaging is typical, because of increased processing. Similarly, when packaging is atypical, strong claims increase product evaluations compared to when packaging is typical. Some support for this notion may be found in a study on heuristic processing of product reviews (Alter, Oppenheimer, Epley, & Eyre, 2007). This study showed that attention-grabbing fonts decrease susceptibility to persuasive, heuristic messages.
Specifically, participants were presented with a review of an mp3-player, for which the masthead was printed in either an
easy- or a difficult-to-read (attention-grabbing) font. The authors demonstrated that participants in the difficult-to-read font condition preferred the mp3-player when the information was convincing (but the person presenting it looked less competent), while participants in the easy-to-read font condition preferred the mp3-player when the person looked competent (but the information was less convincing). In other words, Alter and colleagues showed that participants in the attention-grabbing font condition pay more attention to the content of the arguments (and less to heuristic cues), while participants in the normal font condition pay more attention to heuristic cues (and less to the content of the arguments).
In the present study, we propose that atypical packaging might affect product evaluation indirectly, via increased and therefore more critical processing of product claims. We argue that when packaging is atypical, weak (heuristic) claims decrease product evaluations compared to when packaging is typical, because of increased processing. Similarly, when packaging is atypical, strong claims increase product evaluations compared to when packaging is typical. Some support for this notion may be found in a study on heuristic processing of product reviews (Alter, Oppenheimer, Epley, & Eyre, 2007). This study showed that attention-grabbing fonts decrease susceptibility to persuasive, heuristic messages.Specifically, participants were presented with a review of an mp3-player, for which the masthead was printed in either aneasy- or a difficult-to-read (attention-grabbing) font. The authors demonstrated that participants in the difficult-to-read font condition preferred the mp3-player when the information was convincing (but the person presenting it looked less competent), while participants in the easy-to-read font condition preferred the mp3-player when the person looked competent (but the information was less convincing). In other words, Alter and colleagues showed that participants in the attention-grabbing font condition pay more attention to the content of the arguments (and less to heuristic cues), while participants in the normal font condition pay more attention to heuristic cues (and less to the content of the arguments).
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