Effect packaging weight on flavor and willingness to pay

Researchers at the University of Bamberg in Germany examined whether the haptic characteristics of a product packaging cue, namely its weight, affects the response of consumers. They reviewed existing research on haptic transference and proposed a conceptual framework to explore how the weight of product packaging affects the flavor of the food or beverages, and, in turn, consumers’ desire for consumption and willingness to pay.
They found that an increase in packaging weight affects both desire and willingness to pay for the product. These effects are serially mediated by perceived flavor intensity and overall flavor evaluation. An article about the research is published in PLOS ONE.
Click here for the article (1.24 MB).

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