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Communicating through a congruent multisensory packaging design

Schutrups, N.J.M.M (2018) Communicating through a congruent multisensory packaging design.

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Abstract:Packaging design plays an important role in the decision-making process of consumers. Since a product packaging can really act like a ‘salesman on the shelf’, it is commonly used as a marketing and communication tool to influence consumer responses and evaluations. The goal of this study is to investigate the effect of the shape of a product, the texture and weight of a package design and their interaction on taste intensity, taste liking, luxury perception, willingness to pay and purchase intention in the food product category chocolate. In addition, the presence and effect of congruency between the variables were measured and explained. This effect was measured through an experiment. Results revealed positive effects of a rough texture and heavy weight on taste intensity and luxury perception and an asymmetrical shape suggest a higher evaluated taste liking. In addition, the interaction between shape and texture and shape and weight positively affect taste intensity. Elaborating on the interaction effects, consumers are willing to pay a higher price for products that are perceived as congruent as opposed to incongruent. In line with these findings a congruent product suggest to have a positive effect on luxury 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:http://purl.utwente.nl/essays/75101
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