Bring it on! Package shape signaling dominant male body promotes healthy food consumption for male consumers

Abstract Although the effects of product packaging on food healthiness and product/brand anthropomorphism on consumer response have been extensively studied, there has been little attention paid to how anthropomorphizing the package could potentially bias consumers' perception of food healthiness and subsequent consumption. Drawing on theory from evolutionary psychology, the current paper proposes that package signaling a dominant male body (vs. nondominant package) promoted healthy food consumption among males rather than female consumers. In a field study (Study 1), preliminary real‐world evidence was collected that showed that both genders perceived food as healthier when it was packaged in a dominant (vs. nondominant) package. However, in terms of food content satisfaction, only males reported more satisfaction when exposed to the dominant (vs. nondominant) package, and this effect was not observed for unhealthy food. Next, two lab experiments directly assessed the impact of package dominance on male consumers' purchase intention of healthy food products and found that intrasexual competition underlies such effect (Studies 2 and 3). These findings were contingent on individual differences in competitive mindset (Study 4); competitive (vs. cooperative) consumers were more inclined to pay a premium for healthy food within dominant package. Our work adds to the growing body of literature on anthropomorphic package by highlighting the influential role of package dominance on healthy food consumption. Marketers selling healthy food may adopt a dominant (i.e., V‐shaped package) to communicate the product's healthiness and promote consumption for male consumers.