中文摘要：

包装的美学情境是影响消费者产品评价的重要因素。以往研究认为包装的审美吸引力越高越能提高产品评价，而本研究认为包装审美吸引力对产品评价的影响不应一概而论。通过理论分析，本研究认为优质或中等质量的产品在审美吸引力较高（vs．低）的包装下，会产生更多的积极评价，其中消费者对产品的预期中介了包装的美学情境与产品评价的关系。而劣质的产品在审美吸引力较高（vs．低）的包装下会产生更多的消极评价，其中消费者对产品预期与实际的不一致中介了包装的关学情境与产品评价的关系。

英文摘要：

Product packaging serves as an aesthetic context that could impact consumers＇ product evaluation. Previous research showed that consumers would always have higher product evaluation if its packaging was more aesthetically appealing. However, this study holds a different idea about the effect of packaging aesthetics on product evaluation. Through theoretical analysis, this study shows that a superior or medium quality product experienced in the context of a more aesthetically appealing package will generate a more positive evaluation than in the context of a less aesthetically appealing package. The expectation of product mediates the relationship between aesthetic con- text and product evaluation. However, an inferior product experienced in the context of a more aesthetically appeal- ing package will generate a more negative evaluation than in the context of a less aesthetically appealing package. The diseonfirmation between expectation and actual experience mediates the relationship between aesthetic context and product evaluation.