Time:10:00 - 11:30 AM,10 April, 2024

Speaker: Feng Jiang is an Associate Professor at the University of Leicester (UK), and has held positions at the University of Greenwich (UK) and the Central University of Finance and Economics (China). Professor Feng Jiang's research focuses on cultural and social cognition, and he has received research grants from the Royal Society, the National Natural Science Foundation of China, etc. His research results have been published in top international journals such as Psychological Science, Journal of Cross-Cultural Psychology, Journal of Psychological Science, Journal of Cross-Cultural Psychology, Journal of Occupational and Organizational Psychology, Human Resource Management Journal and other top international journals. Professor Jiang is currently on the editorial boards of several journals, including Journal of Business Research.

Abstract:

This study explores whether shoppers always prefer over-packaging from a consumer/product interaction perspective, emphasising the role of assessability. Using multiple operational definitions of assessability and packaging, as well as three research designs (situational experiments, behavioural experiments, and crawled secondary data) across six studies and covering participants from both East and West, a stable effect is revealed: when consumers can easily assess a product, they prefer non-excessively packaged products; and when a product is difficult to assess, overpackaging is critical to consumer preference may be critical. This is because packaging and assessability together influence consumers' inferences about the value of a product. The current study expands the literature on overpackaging and provides new perspectives on how it affects consumer preferences.