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 enhanced retention of product claims (see Fig. 1):