Abstract Package design influences consumers’ expectations of a product’s sensory properties and expected healthiness and/or tastiness, and potentially also changes actual product perception during consumption. The robustness of these effects is far from clear, however. This study investigated the influence of package cues signalling either hedonic or healthy product properties on expectations and subsequent product evaluation over repeated consumption. In a between-subjects design, 92 participants evaluated product expectations and taste perceptions of a chocolate-sesame flavoured biscuit with a package emphasizing either its healthy (n = 44) or hedonic (n = 48) aspects, both at a central location (CLT) and during six home use tests (HUT), using both explicit (questionnaires) and implicit (IAT) measures. Package design significantly affected (p In conclusion, package design influences product expectations and associations with its healthiness and attractiveness, which is of relevance in product choice and purchase settings. However, at the stage of (repeated) consumption, intrinsic (sensory) properties become the dominant drivers of products’ sensory and hedonic evaluations, and the impact of package cues seems less potent.

中文翻译：

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口味最重要：包装设计对家庭重复消费的内隐和外显产品评价动态的影响

摘要 包装设计影响消费者对产品感官特性和预期健康和/或美味的期望，并可能改变消费过程中的实际产品感知。然而，这些影响的稳健性尚不清楚。本研究调查了包装提示信号对享乐或健康产品特性的影响，对重复消费的预期和后续产品评估的影响。在受试者间设计中，92 名参与者评估了巧克力芝麻味饼干的产品期望和口味感知，其包装强调其健康 (n = 44) 或享乐 (n = 48) 方面，均位于中心位置 (CLT) ) 和在六次家庭使用测试 (HUT) 中，使用显式（问卷）和隐式 (IAT) 测量。