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Researchers at the Sauder School of Business University of British Columbia in Canada demonstrated that superficial packaging damage can engender negative consumer reactions that shape subsequent attitudes and behaviors in ways that are not always objectively justified.
The findings show that these reactions function in a relatively automatic fashion, even when the product damage does not convey information about the health and safety implications. They found that superficial product damage can act as a contamination cue, automatically activating thoughts of contamination and health and safety concerns. An article about the research is published in the Journal of Marketing Research.
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