© 2013, American Marketing Association Journal of Marketing PrePrint, Unedited All rights reserved. Cannot be reprinted without the express permission of the American Marketing Association. WHEN DO TRANSPARENT PACKAGES INCREASE (OR DECREASE) FOOD CONSUMPTION? Xiaoyan Deng Assistant Professor of Marketing Fisher College of Business The Ohio State University 2100 Neil Ave., Fisher Hall 534, Columbus, OH 43210 Email: deng_84@fisher.osu.edu Raji Srinivasan Associate Professor of Marketing Red McCombs School of Business University of Texas at Austin CBA 7.248, Austin, TX 78712-1176 Email: raji.srinivasan@mccombs.utexas.edu The authors thank Susan Broniarczyk, Andrew Gershoff, Shen Hao, Szu-Chi Huang, Raj Raghunathan, Ying Zhang, and Juliet Zhu for their useful feedback on a previous version of the manuscript and Sandeep Arora and Debika Sihi for their assistance with the experiments.