Packaging design complexity and purchase intention for multifunctional products: mediation by inferred corporate ability and moderation by processing style

Lixiao Geng is an Assistant Professor in School of Business, Guangxi University, Nanning, China. She received her PhD in Marketing from Huazhong University of Science & Technology in 2023. Her academic interests include omnichannel consumer behavior, intelligent marketing, intellectual property management. Her work has been published in Psychology & Marketing, International Journal of Retail & Distribution Management, Baltic Journal of Management, etc.

Weiquan Chen is a postgraduate student in the School of Business at Guangxi University, Nanning, China. His research interests include consumer behavior and multifunctional products.

Yizheng Zhou is a postgraduate student in the School of Business at Guangxi University, Nanning, China. His research interests include consumer behavior and food.

Shichang Liang is an Associate Professor and PhD. advisor in School of Business, Guangxi University, Nanning, China. He formerly is Senior Research Associate at Sun Yat-sen Business School, Sun Yat-Sen University. He received his PhD in Marketing from Huazhong University of Science & Technology in 2016. His academic interests include Green consumption, Consumer behavior, Decision-making, cyber marketing, AI. His work has been published in Journal of Cleaner Production, International Journal of Hospitality Management, Internet Research, etc.

Qian Wang is an Assistant Professor in School of Business, Jiangxi University of Finance and Economic, Nanchang, China. She received her PhD in Marketing from Huazhong University of Science & Technology in 2024. Her academic interests include proactive behavior, workplace deviance, Newcomer adaption, etc.

Yaping Chang is a Professor in the School of Management, Huazhong University of Science and Technology, Wuhan, China. His research interests include consumer behavior, social media marketing and omnichannel marketing. His work has appeared in the Journal of the Academy of Marketing Science, Journal of Business Ethics, Journal of Business Research, Computers in Human Behavior, Internet Research, etc.

Mingxi He is a postgraduate student in the School of Business at Guangxi University, Nanning, China. Her research interests include consumer behavior and temporal landmarks.