Atypical food packaging affects the persuasive impact of product claims

Autor: Marieke L. Fransen, Peeter W.J. Verlegh, Iris van Ooijen, Edith G. Smit
Přispěvatelé: Marketing, Amsterdam Business Research Institute, FMG, Persuasive Communication (ASCoR, FMG), Communication
Jazyk: angličtina
Rok vydání: 2016
Předmět:
Zdroj: Food Quality and Preference, 48(A), 33-40. Elsevier Limited
van Ooijen, M L, Fransen, P W J, Verlegh, P W J & Smit, E G 2016, ' Atypical Food Packaging Affects The Persuasive Impact of Product Claims ', Food Quality and Preference, vol. 48, no. A, pp. 33-40 . https://doi.org/10.1016/j.foodqual.2015.08.002
Food Quality and Preference, 48(A), 33-40. Elsevier
Food Quality and Preference, 2016(48), 33-40
ISSN: 0950-3293
DOI: 10.1016/j.foodqual.2015.08.002
Popis: Atypical food packaging draws attention in the retail environment, and therefore increases product sal- ience. However, until now, no research has focused on how atypical packaging affects the persuasive impact of other food information. In the present study, we propose that atypical packaging enhances pro- cessing of product information, affecting product claim recall and product evaluation in turn. Specifically, we argue that atypical packaging may have detrimental consequences for the evaluation of food products that are presented with so-called weak product claims. Participants (N = 102) were presented with an online shopping environment, showing a food product with either a typical or an atypical package, and product claims that were either weak or strong. Results showed that atypical shaped packaging design enhanced cognitive processing, which in turn decreased the persuasive impact of weak claims on willingness to pay, and increased the persuasive impact of strong product claims on quality judgment. Furthermore, product knowledge improved when packaging design was atypical, through increased processing.
Databáze: OpenAIRE
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