ISSN 0439-755X
CN 11-1911/B

心理学报 ›› 2023, Vol. 55 ›› Issue (10): 1696-1711.doi: 10.3724/SP.J.1041.2023.01696

• 研究报告 • 上一篇    下一篇


许销冰1, 张忞硕1, 曾帅帆1(), 范卓怡2   

  1. 1海南大学管理学院, 海口 570228
    2北京航空航天大学外国语学院, 北京 100191
  • 收稿日期:2022-09-13 发布日期:2023-07-26 出版日期:2023-10-25
  • 通讯作者: 曾帅帆, E-mail:
  • 基金资助:

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
  • Received:2022-09-13 Online:2023-07-26 Published:2023-10-25


越来越多企业在设计和生产产品时, 将产品进行透明化处理。本文探讨了产品透明性对消费者品牌感知的影响。通过5个实验, 本研究发现: 透明性设计会使消费者产生更强的品牌创新性感知, 而非透明性设计会使消费者产生更强的品牌可靠性感知; 在上述过程中, 趣味性和厚重感分别起着中介作用。本文还发现了上述路径的边界条件。对于非典型产品(相对于典型产品), 透明性对品牌创新性感知的效应消失; 对于轻质诉求产品(相对于控制组), 透明性对品牌可靠性感知的影响消失。最后, 本文还发现促进定向个体更偏好透明设计的品牌, 预防定向个体更偏好非透明设计的品牌。本文对企业产品外观的选择和品牌策略的打造具有重要指导意义。

关键词: 产品透明性, 品牌创新性感知, 品牌可靠性感知, 产品典型性, 调节定向


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.

One pilot study and four studies were conducted to examine our hypotheses. The pilot study (n= 278) examined that the basic hypothesis of product transparency, such that the transparent (vs. opaque) appearance would be perceived as more interesting, and the opaque (vs. transparent) appearance would be perceived with a stronger heaviness. Experiment 1 (n = 186) investigated the main effects of product transparency on brand innovation perception and brand reliability perception, as well as the mediating effects of interestingness and heaviness. Experiment 2 (n = 304) used a moderation-of-process approach to further validate the moderation of product typicality in the process of product transparency influencing brand innovation perception. Experiment 3 (n = 368) examined the moderating role of product claims in the effect of product transparency on brand reliability perception. Experiment 4 (n = 240) examined the effect of product transparency on brand attitude and the moderating role of regulatory focus in the process. To document a robust effect, we varied the type of experimental material in five studies.

Our investigation results suggest that transparent appearance (vs. opaque appearance) allows consumers to create a stronger perception of brand innovation through the increased perception of interestingness. Meanwhile, opaque appearance (vs. transparent appearance) makes consumers perceive stronger brand reliability through the increased perception of heaviness. The effect of product transparency on brand innovation perception is attenuated when the product is atypical (vs. typical), while the effect of product transparency on brand reliability perception would be weakened when the product is lightweight claim (vs. control group). Finally, we also find that promotion-oriented individuals prefer brands with transparent designs, while prevention-oriented individuals prefer brands with opaque designs.

In summary, we bridge the gap in research related to product transparency by exploring the effects of product transparency on consumers’ brand perceptions, as well as the mechanism of such an influence. Furthermore, this research also explored the moderating role of product typicality, product claim and regulatory focus in the process of product transparency affecting consumers’ brand perceptions and attitudes, which also enriched the research on product typicality and product claim and regulatory focus. From a practice perspective, this research is an invaluable guide to the selection of a company’s product appearance and the creation of a branding strategy.

Key words: product transparency, brand innovation perception, brand reliability perception, product typicality, regulatory focus