Effects of different packages on food product contagion: The moderating roles of mood states and product‐related information

Abstract

AbstractAcross two experiments conducted for this research, it is evident that different moderators do play a role in the influence of food product contagion effects. This research focuses on how mood states or product‐related information moderate contagion prime and package type. Existing studies indicate that unsealed packages can enhance the extent of the contagion effects more than sealed packages. Study 1 showed that happy people experienced stronger positive contagion effects than sad or neutral ones and that they also demonstrated stronger effects on unsealed packages compared with sealed packages. Conversely, sad people significantly enhanced the extent of negative contagion effects and experienced stronger effects on unsealed packages. Study 2, however, revealed that people receiving positive product‐related information experienced stronger positive contagion effects on unsealed packages, whereas people receiving negative product‐related information showed stronger negative contagion effects on unsealed packages. This is the first study to discuss the chosen moderators on the contagion effect. Copyright © 2015 John Wiley & Sons, Ltd.