University of Twente Student Theses
Haptic cues as an additional value on the product's health perception : the effects of multi-sensory package design on the health perception, taste evaluation and product evaluations of green ice tea.
Zwiers, Linda (2017) Haptic cues as an additional value on the product's health perception : the effects of multi-sensory package design on the health perception, taste evaluation and product evaluations of green ice tea.
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| Abstract: | Product package may draw consumers' attention and hence, influence consumers' product evaluation and choice. Next to the focus on the visual aspects, researchers currently pay more attention to the influence of multi-sensory packaging on the product evaluation. The research presented here investigates the impact of a visual-tactual product package, as opposed to a visual-only product package, on the product's (green ice tea) health perception, naturalness perception, taste evaluation/overall evaluation, and price expectation. For that purpose, three bottle labels were designed; control (no natural associations), vision-only (2D-design of leaves) and vision+touch (3D-design of leaves) and handed out to participants, who tasted the product and subsequently assessed it. The type of green ice tea (pure versus sweetened) is inserted as second independent variable. In addition, General Health Interest is inserted as a moderator. The findings presented indicate that the addition of a natural surface texture to the package of green ice tea positively influenced the product's taste evaluation/overall evaluation. On the contrary, the results presented indicate that associations portrayed by surface texture did not transfer to health perception, naturalness perception, and price expectation. Finally, the findings presented suggest that high health-focused participants are more susceptible to multi-sensory package manipulation, regarding naturalness perception. |
| 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/74320 |
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