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Zien, ruiken en voelen - Kunnen locatie en dynamiek de waarneming van de consument beïnvloeden?

Borgelink, Bianca (2011) Zien, ruiken en voelen - Kunnen locatie en dynamiek de waarneming van de consument beïnvloeden?

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Abstract:In recent years, design has received increasing and warranted attention (Noble & Kumar, 2008). Several factors underlie this trend; consumers are increasingly attaching more value to good design, design is affordable nowadays and for producers design provides an excellent positioning tool (Noble & Kumar, 2008). This study therefore looked at factors that may influence packaging design. How these factors can be influenced to eventually develop a more ‘valuable’ product for consumers to recruit new users and ultimately to create ‘brand loyalty’ has been studied. In this study we have chosen for the factors location and movement. Previous research suggests the importance of these constructs (Deng & Kahn, 2009; Puffer, 1903). Deng and Kahn (2009) showed that the location of an image on a product package affects the perception of a consumer. When an image is displayed at the right bottom of a product package it is perceived as heavier than when the image is displayed on the left top of a product package. The results of this study showed that the factors location and suggested movement affect the ‘value perception’ of the consumer. Displaying an image on the left top of a package of washing powder leads to a higher value perception of the washing powder by the consumer and displaying an image on the lower right of a package of washing powder leads to a lower value perception of the washing powder by the consumer. Similar effects were found for suggested movement upwards and suggested movement downwards.
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/61265
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