University of Twente Student Theses


The effect of transparency and text quantity on food packages

Yanik, Derya (2018) The effect of transparency and text quantity on food packages.

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Abstract:Product appearance is a topic that is discussed in several researches nowadays. It is not surprising that this topic is discussed widely, since Crilly, Moultrie, and Clarkson (2004) report that the product appearance influences commercial success. As mentioned by Sara (1990), the product package is the “silent salesman”. This study investigated to what ex-tent transparency and the text quantity influence consumers’ perception of healthiness, perception of naturalness, taste evaluation, and purchase intention in the food sector. A 2 (transparency) by 2 (type of text) by 2 (product type) experimental design examined the influence on the aforementioned dependent variables. The two types of products (healthy food vs. unhealthy food), the two types of transparency (transparent package vs. non-transparent package), and the two types of text (low text quantity vs. medium text quantity) were manipulated in 8 different conditions. The pre-study decided which prod-ucts belong to the healthy and unhealthy food category and the manipulation text is checked to see whether the two types of text quantities are interpreted correctly by the respondents. In total, 8 stimulus materials were created, whereby 4 packages were created for the healthy food category and 4 for the unhealthy food category. Those packages dif-fered only in transparency and type of text. The main study is performed with randomly selected participants at the University of Twente in the Netherlands. The results of this research showed significant evidence that the healthy food category is evaluated as healthier, tastier, more natural, and the respondents indicated a higher pur-chase interest compared to the unhealthy food category. Interaction effects indicated that transparent packages should be used for healthy food to increase the perception of healthi-ness. On the other hand, non-transparent packages should be used for unhealthy food in order to increase the perception of healthiness. Besides, the type of text indicated signifi-cant effects on the dependent variables: perception of healthiness, taste evaluation, and purchase intention. A low text quantity should be used for healthy food and a medium text quantity should be used for unhealthy food in order to increase the effects on these de-pendent variables. Finally, the general health interest moderated the relationship between the product type and perception of healthiness, whereby the moderator weakens the effect of the product type on the perception of healthiness. All in all, the transparency and type of text have an influence on the mentioned consumer responses, providing that it is com-bined with the right product type. These results are mostly relevant for manufacturers, product designers, marketers, and researchers in the food sector. It is recommended to take considerations based on transpar-ency and type of text on packages, so the “silent salesman” can do his work at its best.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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