University of Twente Student Theses
The shape of salt: The influence of a package shape and a brand name on the perception of saltiness of chips
Botter, M.A. (2021) The shape of salt: The influence of a package shape and a brand name on the perception of saltiness of chips.
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| Abstract: | This study investigates the effect of the shape of a package and the phonetics of the brand name on the perceived saltiness of the product. Since the current offer of research on the influence of package cues on perceived saltiness is limited, this research introduces guidelines on how a package could be manipulated to higher the perception of salt. A 2x2 between-subjects experimental design, where a rounded versus an angular package and a brand name consisting of rounded phonetics and angular phonetics have been measured to investigate the effect of ‘package shape’ (rounded versus angular) and ‘phonetics of the brand name’ (Krusty versus Nabbis) on the perceived saltiness. Results demonstrated that the shape of the package influences the perceptions of saltiness, wherein an angular package is perceived as saltier than a rounded version. Additionally, a marginal effect was found on the freshness of the product. Here, the angular package was perceived as fresher than the rounded package. Lastly, an interaction effect was found on the shape association, where it is presented that the rounded brand name “Nabbis” appeared to support the correct shape association, wherein the angular brand name “Krusty” seemed to create a lesser effect. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/86500 |
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