The congruency between the container and the content: should we texture everything to seduce the consumer?

Bruno Ferreira (1) , Sonia Capelli (2) , Olivier Trendel (3)

1 CRCGM - Centre de Recherche Clermontois en Gestion et Management
2 Laboratoire de Recherche Magellan
3 MKT - Marketing

This study examines the effects of congruency between the texture of the packaging and the texture of the product. Three experiments on chocolate tasting reveal that when the texture of the product is not congruent with the texture of the packaging, this leads to a disconfirmation of expectations and a lower evaluation of the taste of chocolate.

Mots clés: texture; packaging; congruency; sensorial marketing; congruence; marketing sensoriel

Domaines: Gestion et management

Bruno Ferreira, Sonia Capelli, Olivier Trendel. The congruency between the container and the content: should we texture everything to seduce the consumer?. 17th AMS World Congress, Aug 2014, Lima, Peru. pp.cd-rom. ⟨halshs-01071622⟩