Ferreira, BrunoCapelli, SoniaTrendel, Olivier2016-02-192016-02-192016Ferreira, B., Capelli, S., & Trendel, O. (2016). The Congruency Between the Container and the Content: Should We Texture Everything to Seduce the Consumer? In D. M. Groza & B. C. Ragland (Eds.), Marketing Challenges in a Turbulent Business Environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress (pp. 231-231). Cham: Springer International Publishing.978-3-319-19428-8http://hdl.handle.net/10400.19/3079Copyright Holder: The Academy of Marketing ScienceThis study examines the effects of congruency between the texture of the packaging and the texture of the product. Three experiments on chocolate tasting reveal that when the texture of the product is not congruent with the texture of the packaging, this leads to a disconfirmation of expectations and a lower evaluation of the taste of chocolate.engMarketingPackagingTextureCongruencyTouchbook part10.1007/978-3-319-19428-8_61