University of Twente Student Theses


Metaforen in producten: de invloed van image schemas op de perceptie van babyverzorgingsproducten

Vaarwerk, M.C. te (2012) Metaforen in producten: de invloed van image schemas op de perceptie van babyverzorgingsproducten.

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Abstract:When purchasing personal care products for their infant, parents have specific requirements; because of its dependency and fragility it needs to be nurtured which gives rise to feelings of security and intimacy. Previous research has demonstrated that products can express such abstract concepts by means of their concrete characteristics. How humans acquire meaning is explained by the way the body interacts with its surroundings; during these interactions connections between concrete and abstract concepts are created automatically. The purpose of this research was to investigate whether the manipulation of closeness and containment in grafic elements on a label for a baby care product can convey abstract concepts associated with infants and hence influence the perception of the product attitude, purchasing intentions and generate inferences regarding product characteristics. The results show that closeness and containment affect the way a product is perceived: an intermediate distance between the elements results in a more positive attitude than a large distance. The use of containment when the distance between elements is large has an opposite effect.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
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