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A sneak preview : the effects of transparency as a function of product type

Vellema, A.M. (2018) A sneak preview : the effects of transparency as a function of product type.

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Abstract:For the past few years, designers have been using transparency in package designs. Previous research suggests that transparent package designs influence for instance the evaluation of the product and increases the purchase intention. However, research has been conducted with a completely transparent package design versus a non-transparent package design. In this research, a small transparent window was added to a non-transparent design to be able to compare three different degrees of transparency. Another dimension of this study is the level of homogeneity, i.e. whether or not a product has a single or multiple composition. The aim of this study is to investigate to what extent transparency and homogeneity influence consumers’ evaluation of a product. To study this effect, a two (homogeneous versus heterogeneous product) by three (non-transparent, small transparent window and fully transparent package design) experimental design has been conducted. Two pre-studies provided a product and a design for the main study. Results show that transparency has a significant effect on perceived product evaluation, and that the homogeneous product is evaluated better compared to the heterogeneous product. Furthermore, regarding product trust, transparency is more important for the homogeneous product compared to the heterogeneous product. In addition, transparency does not significantly influence purchase intention. The results of this study provide information for package designers how different transparency and homogeneity levels affect with the evaluation of a product. Keywords: transparency | homogeneity | product evaluation| trust
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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