Atypical food packaging affects the persuasive impact of product claims
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- 作者：Iris van Ooijena ; I.vanOoijen@UvA.nl" class="auth_mail" title="E-mail the corresponding author ; Marieke L. Fransena ; M.L.Fransen@UvA.nl" class="auth_mail" title="E-mail the corresponding author ; Peeter W.J. Verleghb ; p.verlegh@vu.nl" class="auth_mail" title="E-mail the corresponding author ; Edith G. Smita ; E.G.Smit@UvA.nl" class="auth_mail" title="E-mail the corresponding author
- 关键词：Packaging ; Atypicality ; Information processing ; Product claims ; FMCG
- 刊名：Food Quality and Preference
- 出版年：2016
- 出版时间：March 2016
- 年：2016
- 卷：48
- 期：part_PA
- 页码：33-40
- 全文大小：675 K
文摘
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In an experiment, we asked participants to evaluate a food product in a web shop.
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Packaging typicality and product claim strength were manipulated between subjects.
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Atypicality enhanced the impact of strong claims on quality perception.
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Atypicality also enhanced the negative impact of weak claims on willingness to pay.
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Increased processing, caused by atypical packaging, mediated these effects.