Faculty News

Professor Priya Raghubir explains why consumer packaged goods manufacturers change their products' packaging

Forbes logo
Excerpt from Forbes -- "'When a company is trying to reposition itself, for example from being a value brand to a more prestigious brand, this change must also get reflected in its packaging from being more basic to being fancier,' says NYU’s Raghubir. 'A great example is when Tropicana went the other route, of simplifying its package design, and there was a consumer backlash. Consumers do infer quality from the package.'"

Read more