The effects of (in)congruent package colors on emotions, attitude, product quality perceptions and purchase intention

Despite the relevance of product packaging for product success, literature on the influence of package color on consumer behavior is scarce. Studies in related research fields indicate that congruity perceptions determine to a large extent consumer responses. In line with this argumentation, the current research investigates the influence of small deviation from product category color norms on consumer response variables. Drawing on processing fluency and categorization theory, a conceptual framework is developed which is tested by an online experiment. Results from MANOVAs and path analysis reveal that even small deviations from product category color norms result in moderate incongruity perceptions, that decreases favorable attitude, perceived product quality and purchase intention. This relationship is mediated by skepticism and interest.