The December 2016 issue of the Journal of Marketing carries an article by Mai, Symmank and Seeberg-Elverfeldt that discusses the effect of light and pale colors in food packaging, and their effect on...

The December 2016 issue of the Journal of Marketing carries an article by Mai, Symmank and Seeberg-Elverfeldt that discusses the effect of light and pale colors in food packaging, and their effect on perceived healthiness and tastiness. Given our understanding of the Coke case, how would you explain their key result that light-colored packages lead to inferences of greater health, and poorer taste?