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The (m)intensity of verticality : what is the effect of verticality and longitudinality in packaging on consumer responses?

Lansink, J.C (2019) The (m)intensity of verticality : what is the effect of verticality and longitudinality in packaging on consumer responses?

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Abstract:Aim: In the field of verticality on consumer responses, research largely consist of studies that investigated the influence of single design features as verticality cues and vertical oriented images in packaging on consumer responses. The influence and congruence between verticality cues and longitudinality in packages is understudied. Therefore, this research aims to examine whether different combinations of verticality (vertical vs. horizontal cues) and longitudinality (longitudinal, lateral and neutral packaging) in packaging influences consumer responses, like taste experience, perceived attractiveness and purchase intention. This leads to the following research question: What is the effect of verticality and longitudinality in packaging on consumer responses? Method: A taste experiment with questionnaire was set out to measure the relationship between the two dependent variables (verticality and longitudinality) and three dependent variables (taste experience, perceived attractiveness and purchase intention) in a 2 x 3 design. Findings: Results from this study showed no significant effect of verticality cues and longitudinality on consumer responses. However, results showed that taste experience and perceived attractiveness have a strong contribution on purchase intention. On this basis, it can be concluded that verticality cues in combination with longitudinality in packaging have no effect on consumer responses for products with an intense taste.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 77 psychology, 83 economics
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/79452
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