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What you see is what you get... : how can product packaging contribute to perceptions of luxury?

Vos, K. (2009) What you see is what you get... : how can product packaging contribute to perceptions of luxury?

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Abstract:As a result of the large offer of supermarket products and the strong resemblances that these products show, it becomes more difficult for producers to reach the consumer with the traditional communication means. More and more marketeers see the packaging as a suitable mean to communicate with the consumer and pull their attention. The packaging can contribute to communicating particular symbolic meanings who lead to the fact that consumers buy a product to emit a particular self ideal. In this study two visual packaging characteristics were manipulated, namely color and camera angle, to test if these characteristics can contribute to the communication of symbolic meanings in relation with perceptions of luxury. The results of this study prove that manipulation of color and camera angle provides contribution to the communication of symbolic meanings related to perceptions of luxury. Thereby the producttype seems to have much influence on the extent in which particular effects occur.
Item Type:Essay (Master)
Clients:
Verwegen Communicatie, Veghel
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/59534
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