Product packaging and product evaluation: An individual difference approach

Abstract

In Study 1, with actual product quality held constant high self-monitors, compared to low self-monitors, more favorably evaluated products that they believed came from attractive packages. In Study 2, high and low self-monitors evaluated a perfume sample that came from a rather attractive bottle or from a significantly less attractive bottle. In addition, for some, the perfume was quite pleasant smelling; for others, it was less pleasant smelling. Regardless of its actual fragrance, high self-monitors evaluated the perfumes from the attractive bottle more favorably than the perfumes from the less attractive bottle. Low self-monitors evaluated the pleasant-smelling perfume more favorably than the less pleasant-smelling perfume, regardless of from which bottle it came.