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A Matter of Taste: Organic Shape, Authentic Taste The Influence of Packaging Design on Product Impressions

Gröbe, Martine (2010) A Matter of Taste: Organic Shape, Authentic Taste The Influence of Packaging Design on Product Impressions.

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Abstract: This study investigates the influence of packaging design on product evaluations. Specifically the influence of packaging design on taste impressions. By assumptions made on research addressing the importance of authenticity, the symbolic meaning of product shape and the transfer effects of symbolic associations from one sense to another, it was expected that authenticity would lead to positive product perceptions. Furthermore, the influence of transparency and the influence of consumer‟ skepticism were taken into account. To test these predictions, the product shape of a fictitious pasta sauce was manipulated. Either an authentic- or an artificial symbolic meaning was communicated. Data were collected during a field study in a large Dutch supermarket. Results from this study indicate that associations portrayed by an organic shape, lead to an authentic taste impression. In addition, the findings presented indicate that consumer‟ skepticism may impact the product evaluations as well. Consumers with low levels of consumer‟ skepticism were more sensitive to the influence of shape curvedness, in comparison with highly skeptical consumers.
Item Type:Essay (Master)
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/60566
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