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The Strength of Metaphors : The Effects of Metaphor and Text on Consumer Responses to Coffee Packages

Vries, R.A. de (2017) The Strength of Metaphors : The Effects of Metaphor and Text on Consumer Responses to Coffee Packages.

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Abstract:For many years brands make use of the power of metaphors. It is a strong and attractive technique to communicate a product attribute. At least, that is currently assumed, but the effects and influence are still quite uncertain because too little research has been conducted. Currently many brand use metaphors intuitively. This study tests what a metaphor of strength, namely placing an image of a lion on a coffee pack, can do for the tasting experience. The focus of this study lies on the effects of the use of a metaphor and a text claim on a coffee packaging and how it will influence the product experience and evaluation. This study uses a 2 (text claim vs. no text claim) x 3 (no metaphor vs. metaphor up vs. metaphor down) experimental design. This study shows that a visual metaphor can be an appealing and effective option to communicate a product attribute, but more interestingly that placing a metaphor on the bottom of the package can be seen as a metaphor for a stronger and intense taste through the concept of heaviness. Furthermore, a text claim can contribute to the communicative qualities of a packaging and increase the purchase intention.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/72394
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