Beauty in a Bottle: Package Aesthetics Cues Efficacy Beliefs of Product Performance

While consumers often shop in outlets with large product assortments, having no prior experience or knowledge to predict a product’s efficacy can pose a significant challenge at the point of purchase. Indeed, the functionality of most consumer goods tends to be a bit of a black box, at least until consumed. This research illuminates the nuances of inferences that consumers make based on appeal.