Author(s) :

Aurelia Spura.

Volume/Issue :

Abstract :

In increasingly globalized markets, packaging plays a critical role in shaping consumer perceptions, particularly when consumers rely on visual cues to evaluate unfamiliar products. Previous research suggests that foreign language elements can influence perceptions of quality and authenticity, yet little is known about how unfamiliar writing systems affect these judgments. This study examines how the presence of Japanese characters in snack packaging influences U.S. consumers’ perceptions of product quality and authenticity compared to English-only packaging. Using a within-subject survey design, participants evaluated ten digitally created snack packaging images representing five product pairs, each presented in either English or Japanese. Participants rated each product on perceived quality, authenticity, purchase intention, and willingness to pay more using a 5-point Likert scale. Results showed that packaging featuring Japanese characters received higher ratings across all measures, with the largest increase observed in perceived authenticity. While perceived quality also improved, differences in purchase intention and willingness to pay more were relatively modest. These findings suggest that unfamiliar writing systems function as visual cultural cues that enhance perceived authenticity and, to a lesser extent, perceived quality, even when consumers cannot interpret the language. However, these perceptual effects do not strongly translate into behavioral outcomes, highlighting a gap between consumer perception and purchasing decisions.