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The primary purpose of current research is to investigate the effects of packaging aesthetics on food taste evaluation. Moreover, the author also tried to explore the moderating effects of consumer's centrality of visual product aesthetics (CVPA) in the relationship between packaging aesthetics and taste evaluation. Based on the top-down processing perspective, the authors conducted two experiments. Experiment 1 demonstrates that packaging aesthetics has positive effects on taste evaluation. However, such positive effects only work for consumers with high CVPA. Experiment 2 indicates that the expectation induced by exposing to high-aesthetic packaging plays a dominant role in determining consumer responses. The author also provides theoretical and marketing implications. [ABSTRACT FROM AUTHOR]