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The influence of package texture on the evaluation of body care products

Berends, C. (2016) The influence of package texture on the evaluation of body care products.

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Abstract:Tactile package properties are an important factor in product packaging. Several studies in the food industry have found that tactile stimuli influence consumers’ product evaluation. However, little is known about the influence of tactile product properties in personal care products. This should be researched. Furthermore, studies in the food industry have shown that congruence between product type and tactile stimuli can lead to more favorable attitudes towards products. Also the congruence between the framing of the product, using different advertising slogans, and the product type should be taken into consideration. In this research, package texture, is manipulated, to receive more insight in the influence of package texture on the evaluation of body care products. Results have shown that product type was an important factor in the influence of texture on tactile product experience and product associations. Furthermore, congruent pairings of package texture and product type resulted in more favorable outcomes for product associations. Also framing is of great importance. These findings provide value starting points for marketers to use package texture as a sensory cue to create better product associations and a more intense tactile product experience.
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/71555
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