Exploring Confirmation Bias in Priming Effects: How Design Elements in Product Packaging Shape Brand Perception and Drive Purchase Decisions

This study investigates how belief-consistent packaging design influences consumer behavior through the psychological mechanisms of priming and confirmation bias. Drawing on dual- process theories of cognition, the research develops and empirically tests a structural model linking packaging congruence, priming strength, confirmation bias, brand trust, and purchase intention. A mixed-methods approach was employed, combining thematic analysis of semi- structured interviews with a survey of 312 consumers. Quantitative findings from regression and mediation analyses reveal that confirmation bias significantly mediates the relationship between packaging congruence and purchase intention, while brand trust moderates the strength of this effect. The results underscore the role of packaging not merely as a visual identifier, but as a cognitive tool that activates intuitive belief-confirming responses. The proposed model advances current understanding by integrating visual and semantic priming with belief-confirmation processes, offering both theoretical refinement and actionable insights for brand managers. Implications are discussed for designing packaging that resonates with consumer values, enhances trust, and drives purchase behavior.