The perfect bottle? Exploring the influence of the thin ideal and support for the body positivity movement on reactions to package shape

Prior research on package shape suggests a general consumer preference for thin designs, particularly when packages are anthropomorphized. This preference is attributed to cultural norms in Western societies which emphasize the thin ideal for human bodies and influence consumer responses to product and packaging design. However, amidst shifting perspectives on body image and the rise of the body positivity movement–which promotes the acceptance of diverse body shapes–this research investigates how body ideals and ideologies moderate consumer reactions to thin versus wide anthropomorphized packages. The findings reveal that while consumers who uphold the thin ideal as a beauty standard exhibit greater interest in thin packages, those with weaker adherence to this ideal show a preference for wide packages. Furthermore, strong proponents of the body positivity movement demonstrate higher interest in products with wide (versus thin) packaging. This research underscores the role of body-related ideals in shaping consumer preferences and offers actionable insights for integrating pro-body positivity messaging into marketing strategies.