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The interaction effect of packaging color and cognitive style on consumer purchase intention

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Online studies reveal that packaging color influences purchase intentions based on cognitive style, suggesting targeted marketing strategies.

Consumers with adaptive cognitive styles prefer packaging colors that match typical food colors, enhancing purchase intention due to perceived naturalness.
Innovative cognitive style consumers are more likely to purchase when packaging colors contrast with typical food colors, leading to increased perceived novelty.
Two online studies assessed purchase intentions after manipulating packaging color for apples and chocolate, demonstrating significant effects based on cognitive styles.
This research introduces cognitive style as a moderating variable, highlighting its relevance in the effective design of food packaging.

Zhifen Xu (2025) studied this question.

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Online studies reveal that packaging color influences purchase intentions based on cognitive style, suggesting targeted marketing strategies.