From product to Person: A cross-national study on packaging personality and consumer stereotypes

Abstract

Product packaging is a critical tool influencing consumer perceptions. This study examines how the perceived personality of disruptive products like canned wine links to social stereotypes of their drinkers. Surveying 1307 consumers in Italy, Switzerland, and the UK, we found a significant association between product perception and judgments of the user. Specifically, product Sincerity and Excitement correlated with highly positive views of the drinker, while Ruggedness was associated with negative traits. Theoretically, we propose a ‘product-to-person’ trait transfer mechanism, extending brand personality theory by showing how product traits act as a heuristic for forming social stereotypes. Practically, our findings identify Sincerity and Competence as key traits for fostering a positive social image. Communication strategies focusing on these perceptions can mitigate negative stereotypes, enhancing the acceptance of sustainable packaging and benefiting consumer social identity.