Prior research found that glossy objects not only excel in drawing attention but also are more positively evaluated than matte ones. Contrary to that research, we show that glossy packaging may adversely affect brand trust. This negative effect of glossy packaging appears robust across different contexts and product categories. We find that consumers evaluate a product in a glossy package as less trustworthy because they view its use as a desperate attempt to draw consumers’ attention. Their negative reaction to glossy packaging thus forms part of their persuasion knowledge.

中文翻译：

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闪闪发光的不是黄金：当有光泽的包装损害品牌信任时

先前的研究发现，有光泽的物体不仅能吸引注意力，而且比无光泽的物体具有更好的评价。与该研究相反，我们表明光面包装可能会对品牌信任产生不利影响。光面包装的这种负面影响在不同的环境和产品类别中显得很强大。我们发现，消费者认为光面包装中的产品不那么值得信赖，因为他们将产品的使用视为吸引消费者注意力的绝望尝试。因此，他们对光面包装的负面反应构成了他们的说服知识的一部分。