The Influence of Masculine and Feminine Packaging Stereotypes on Consumer Perceptions of Protein Bars

Abstract

This study examines how masculine and feminine packaging stereotypes of protein bars influence consumer perceptions. Thirty-two participants evaluated different packaging designs (masculine, feminine, and androgynous) in a within-subject experiment. Results were analyzed through JASP and Python using repeated ANOVA measures and Pearson Correlation testing. The findings showcased that masculine design was rated the most effective and highest in protein content, while feminine design was rated healthiest and most natural. However, these ratings did not translate into purchase intent. Androgynous design emerged as a middle ground and scored highest on purchase intent.