Imagine you are at a high-end gala and you are served a premium mineral water. But instead of a glass, it comes in a thin plastic cup that buckles under the slightest pressure. Does the water taste different to you?
Rationally, the container should not affect the actual quality or taste of the liquid inside. Yet research published in the Journal of Consumer Research suggests that for many shoppers, that flimsy touch transfers directly to their judgement of the product itself.
The Science of Perceptual Transfer
Researchers Aradhna Krishna and Maureen Morrin found that nondiagnostic haptic cues, physical sensations that are objectively irrelevant to a product’s quality, can strongly influence consumer judgement.
In a series of studies, they discovered that:
- Touch overrides taste. Participants rated the same mineral water as lower quality when it was served in a flimsy cup rather than a firm one.
- The price of a feel. Consumers were willing to pay less for water described as being in a flimsy bottle, with an average willingness to pay of $1.57 compared to $1.72 for a firm bottle.
- The low touch trap. This negative bias mainly affected consumers with a low autotelic need for touch, meaning people who do not naturally seek out tactile interaction. These individuals are less likely to correct for irrelevant sensations and are more easily influenced by poor packaging.
Why This Happens
The study explains this effect through a two-stage model of cognition.
First, an automatic process occurs. The brain instantly links the cheap or weak feel of the container to the perceived quality of the product.
Second, a controlled correction may follow. Consumers with a high need for touch are more aware that the container is irrelevant and mentally discount its influence. Casual shoppers, however, often fail to make this correction, leaving them with a lingering negative impression of the brand.
What This Means for Marketers
Cutting corners on packaging can backfire. Saving a small amount on thinner materials may lead consumers to believe that the product itself is inferior or less enjoyable.
This matters most for mass market products such as cereal, juice or bottled water, where the majority of buyers are not haptic experts. For these audiences, a firm and reassuring hand feel acts as protection against subconscious negative bias.
The effect does not rely solely on physical contact. Research shows that even descriptive cues in advertising, such as describing packaging as sturdy or solid, can influence willingness to pay.
To the consumer’s brain, the container becomes part of the product. If the first physical interaction feels cheap, perceived quality can quietly leak away. These findings reinforce that haptic design is not a cosmetic detail but a core component of brand equity.
