The role of packaging has evolved over time from product protection to a communication tool. On the one hand, the literature has highlighted the effect of packaging on brand associations and consumer choices but, on the other hand, it is still unclear if and to what extent the observed effect can be extended to the sensorial sphere translating into perceptual distortions affecting consumer evaluations. Accordingly, the present study focuses on consumers’ quality perceptions about the same wine bottled in diffe rent packages in order to empirical isolate the effect of packaging from the packaged product. With these regards, the results of an experiment clearly show that different types of packaging induce different quality perceptions even about the same product.
Keywords: Packaging, perceived quality, sensory evaluations, extrinsic cues, experiments, wine.