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Those stimuli that have a shiny/glossy visual appearance are typically rated as both attractive and attention capturing. Indeed, for millennia, shiny precious metals and glossy lacquerware have been used to enhance the presentation, and thus the perception, of food and drink. As such, one might have expected that adding a shiny/glossy appearance/finish to the outer packaging of food and beverage products would also be desirable. However, the latest research appears to show that many consumers have internalised an association between glos