The effects of inner packaging color on the desirability of food

Product packaging plays a significant role in the interactions between manufacturers, retailers, and consumers. Marketers manipulate the exterior of the packaging to influence consumer expectations, experiences, and behaviors. Yet there has been limited, if any, research on the effects of inner packaging color (IPC) on post-purchase, pre-consumption behaviors. Study 1 explored interaction effects between IPC (white vs. red vs. blue) and health...