The impact of product transparency on consumer brand perceptions

doi:10.3724/SP.J.1041.2023.01696

Abstract

Abstract:

In the current market, transparent appearance is becoming more popular and is increasingly used in product and packaging design (e.g., transparent frames). However, previous studies have focused on the effects of product transparency (transparent vs. opaque appearance) on food consumption quantity, product evaluation, purchase intention, and consumption decision. In comparison, there is a paucity of understanding of how consumers’ brand perceptions are affected by product transparency and the underlying mechanisms of these effects. In the current research, we extend the extant literature by examining consumer perceptions and attitudes toward brands when faced with the appearance of products with different degrees of transparency.

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XU Xiaobing, ZHANG Minshuo, ZENG Shuaifan, FAN Zhuoyi. (2023). The impact of product transparency on consumer brand perceptions. Acta Psychologica Sinica, 55(10), 1696-1711.

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URL: https://journal.psych.ac.cn/acps/EN/10.3724/SP.J.1041.2023.01696

https://journal.psych.ac.cn/acps/EN/Y2023/V55/I10/1696

Figures/Tables 6

Table 1 Description of the five experiments

Experiment	Variable		Opaque Product	Transparent Product
Pilot Study	Interestingness		4.60(1.67)	5.04(1.50)
	Heaviness		5.27(1.25)	3.91(1.31)
Experiment 1	Interestingness		3.97(0.85)	4.85(0.57)
	Brand Innovation Perception		4.34(1.58)	5.93(1.16)
	Heaviness		5.25(1.26)	3.53(1.36)
	Brand Reliability Perception		5.69(0.77)	5.38(1.07)
Experiment 2	Interestingness	Typical Product Group	3.80(1.41)	5.87(0.86)
		Atypical Product Group	5.97(0.89)	5.67(1.04)
	Brand innovation perception	Typical Product Group	4.01(1.52)	5.73(0.89)
		Atypical Product Group	5.81(1.11)	5.54(1.14)
Experiment 3	Heaviness	Lightweight Claim Group	3.67(1.35)	3.64(1.38)
		Control Group	5.20(0.92)	4.61(1.39)
	Brand Reliability Perception	Lightweight Claim Group	5.18(1.17)	5.14(1.08)
		Control Group	5.61(0.63)	5.20(1.09)
Experiment 4	Interestingness		4.20(1.54)	5.55(1.18)
	Brand Innovation Perception		4.28(1.48)	5.60(1.33)
	Heaviness		5.75(0.95)	4.40(1.45)
	Brand Reliability Perception		5.45(1.05)	5.08(1.20)
	Brand Attitude		5.02(1.24)	5.00(1.05)

Table 1 Description of the five experiments

Experiment	Variable		Opaque Product	Transparent Product
Pilot Study	Interestingness		4.60(1.67)	5.04(1.50)
	Heaviness		5.27(1.25)	3.91(1.31)
Experiment 1	Interestingness		3.97(0.85)	4.85(0.57)
	Brand Innovation Perception		4.34(1.58)	5.93(1.16)
	Heaviness		5.25(1.26)	3.53(1.36)
	Brand Reliability Perception		5.69(0.77)	5.38(1.07)
Experiment 2	Interestingness	Typical Product Group	3.80(1.41)	5.87(0.86)
		Atypical Product Group	5.97(0.89)	5.67(1.04)
	Brand innovation perception	Typical Product Group	4.01(1.52)	5.73(0.89)
		Atypical Product Group	5.81(1.11)	5.54(1.14)
Experiment 3	Heaviness	Lightweight Claim Group	3.67(1.35)	3.64(1.38)
		Control Group	5.20(0.92)	4.61(1.39)
	Brand Reliability Perception	Lightweight Claim Group	5.18(1.17)	5.14(1.08)
		Control Group	5.61(0.63)	5.20(1.09)
Experiment 4	Interestingness		4.20(1.54)	5.55(1.18)
	Brand Innovation Perception		4.28(1.48)	5.60(1.33)
	Heaviness		5.75(0.95)	4.40(1.45)
	Brand Reliability Perception		5.45(1.05)	5.08(1.20)
	Brand Attitude		5.02(1.24)	5.00(1.05)

Figure 1. The Impact of Product Transparency on Brand Innovation Perception.

Figure 1. The Impact of Product Transparency on Brand Innovation Perception.

Figure 2. The Impact of Product Transparency on Brand Reliability Perception.

Figure 2. The Impact of Product Transparency on Brand Reliability Perception.

Figure 3. The Moderating Effect of Regulatory Focus.

Figure 3. The Moderating Effect of Regulatory Focus.

Appendix 1 Demographic Information

Experimental	Pilot Study	Experimental 1	Experimental 2	Experiment 3	Experiment 4
Sample size	278	186	304	368	240
Age
Mage	29.73	28.35	30.27	29.41	29.35
Gender
Male	102(36.7%)	90(48.4%)	129(42.4%)	121(32.9%)	94(39.2%)
Female	176(63.3%)	96(51.6%)	175(57.6%)	247(67.1%)	146(60.8%)

Appendix 1 Demographic Information

Experimental	Pilot Study	Experimental 1	Experimental 2	Experiment 3	Experiment 4
Sample size	278	186	304	368	240
Age
Mage	29.73	28.35	30.27	29.41	29.35
Gender
Male	102(36.7%)	90(48.4%)	129(42.4%)	121(32.9%)	94(39.2%)
Female	176(63.3%)	96(51.6%)	175(57.6%)	247(67.1%)	146(60.8%)

Appendix 2 Stimulus Materials

Experiment	Manipulation and Stimuli
Pilot Study
Experiment 1
Experiment 2
Experiment 2
Experiment 3	Product Claims: ∙ Lightweight Claim: In 2022, the ETR brand upgraded its product line and introduced a new range of tableware, emphasizing lightweight and convenience. It is reported that this product is made from a novel material that exhibits a lightweight effect. The molecular structure of this new material contains numerous tiny pores, resulting in a loosely arranged molecular configuration and a significantly low density of the material. As a result, the weight of this product is greatly reduced. ∙ Control Group: In 2022, the ETR brand upgraded its product line and introduced a new line of tableware, emphasizing its selling points of simplicity and delicacy. It is reported that this product is made from a novel material with a well-ordered molecular structure, resulting in a uniform arrangement between the molecules. The material exhibits excellent visual consistency and a remarkably delicate texture.
Experiment 3
Experiment 4

Appendix 2 Stimulus Materials

Experiment	Manipulation and Stimuli
Pilot Study
Experiment 1
Experiment 2
Experiment 2
Experiment 3	Product Claims: ∙ Lightweight Claim: In 2022, the ETR brand upgraded its product line and introduced a new range of tableware, emphasizing lightweight and convenience. It is reported that this product is made from a novel material that exhibits a lightweight effect. The molecular structure of this new material contains numerous tiny pores, resulting in a loosely arranged molecular configuration and a significantly low density of the material. As a result, the weight of this product is greatly reduced. ∙ Control Group: In 2022, the ETR brand upgraded its product line and introduced a new line of tableware, emphasizing its selling points of simplicity and delicacy. It is reported that this product is made from a novel material with a well-ordered molecular structure, resulting in a uniform arrangement between the molecules. The material exhibits excellent visual consistency and a remarkably delicate texture.
Experiment 3
Experiment 4

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