ISSN 0439-755X
CN 11-1911/B

Acta Psychologica Sinica ›› 2023, Vol. 55 ›› Issue (10): 1696-1711.doi: 10.3724/SP.J.1041.2023.01696

• Reports of Empirical Studies • Previous Articles     Next Articles

The impact of product transparency on consumer brand perceptions

XU Xiaobing1, ZHANG Minshuo1, ZENG Shuaifan1(), FAN Zhuoyi2   

  1. 1Management School, Hainan University, Haikou 570228, China
    2School of Foreign Languages, Beihang University, Beijing 100191, China
  • Published:2023-10-25 Online:2023-08-01
  • Contact: ZENG Shuaifan


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.