University of Twente Student Theses


Investigating the influence of product familiarity on shape symbolism in food shopping

Schäfer, Julian Nikolai (2014) Investigating the influence of product familiarity on shape symbolism in food shopping.

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Abstract:Based on the evaluations of five different yoghurt brands, each presented in two different packaging shapes, this research investigated whether people with higher product familiarity scores were less receptive for product information transmitted by shape symbolism. The data were collected by the means of an online survey and analyzed using a multiple regression approach. The study offers mixed results regarding the role of product familiarity for shape symbolism. In some conditions, it is indicated that participants who scored higher in product familiarity, were more receptive for shape symbolism. The results of this thesis suggest that shoppers with low product familiarity will be less likely to predict changed product characteristics after the packaging shape was alternated. Frequent buyers, who are very familiar with a product may however expect that the product characteristics have changed. The obtained results close a research gap as the connection between shape symbolism and product familiarity have been assumed, but not investigated to this point.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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