Deceptive packaging influences purchasing behaviour

Researchers at Plymouth University UK studied the extent to which consumers are aware of air filling in food packaging, the extent to which deceptive packaging and slack filling lead to cognitive dissonance, and the extent to which this leads consumers to engage in negative post purchase behaviours.
They found that consumer expectations of pack fill were positively related to consumers’ post purchase dissonance. Although firms may initially achieve increased sales through deceptive packaging and slack filling, these practices risk damaging a brand’s reputation and consumer loyalty to the brand. An article about the research is published in the European Journal of Marketing.
Click here for an abstract of the article.

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