Document Type

Journal Article

Publication Date


Publication Title

Journal of Retailing and Consumer Services


Management, Marketing and Business Administration


Arthur J. Bauernfeind College of Business


Packaging communicates intrinsic product attributes to consumers, which can influence consumer response and decision-making; however, little is known about the impact of non-traditional packaging formats. The current research aims to bridge this gap. Across five studies, we demonstrate that non-traditional packaging negatively influenced purchase intention of a complex product, wine, through product appeal and taste perceptions (Study 1A)/expectations (Studies 1B–4). We also demonstrate that the consumer response to non-traditional packaging is a function of individual differences (desire for unique products) and label attributes (eco-friendly labels).


This is an accepted article published by Elsevier in Journal of Retailing and Consumer Services, available at



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