How to Sell Embarrassing Products

Consumers are more likely to buy embarrassing products when their embarrassment is mitigated by more-anonymous packaging. Specifically, consumers found products packaged in boxes with cool colors, small lettering, and a picture of the product to be more anonymous (and appealing) than products packaged in pumps or tubes with warm colors, medium or large lettering, and no picture. The findings show that the more anonymous a product looks, the less embarrassing a consumer finds it, and the more likely they are to purchase it.