Details
| Original language | English |
|---|---|
| Title of host publication | Developments in Marketing Science |
| Subtitle of host publication | Proceedings of the Academy of Marketing Science |
| Publisher | Springer Nature |
| Pages | 533 |
| Number of pages | 1 |
| ISBN (electronic) | 978-3-319-99181-8 |
| ISBN (print) | 978-3-319-99180-1 |
| Publication status | Published - 2018 |
| Event | 2018 AMS Annual Conference - New Orleans, United States Duration: 23 May 2018 → 25 May 2018 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
Over the last decades, there has been a significant change in packaging design from mainly informative elements toward sensorial engaging products. Consumers fundamentally experience their world through their five senses, which shape their consumption experience and affect product and brand perception and behavior. Past research has shown that packaging has an enormous influence on consumer perceptions, purchase decisions, and product acceptance. Additionally, a large amount of studies revealed valuable insights regarding how to reach consumers through the five senses. However, literature still lacks an advanced measurement approach that evaluates the impact of sensory packaging on explicit and implicit information processing in consumer’s mind. The current research aims to contribute to the literature by analyzing the effect of sensory packaging on explicit and implicit product brand associations. Specifically, a PoS contact with the packaging of a premium-priced bicycle tire was simulated in a lab study to test the effectiveness of sensory packaging on consumer’s brand-related association formation. Our results show that there are not only major differences between explicit and implicit sensory perception but also that it needs the right interplay of sense stimulation (here: “direct tire touch and forest scent”), in order to trigger the best brand-related association change.
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
Cite this
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Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2018. p. 533 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Conference abstract › Research › peer review
}
TY - CHAP
T1 - An Abstract
T2 - 2018 AMS Annual Conference
AU - Langner, Sascha
AU - Schmidt, Steffen
AU - Lischka, Gesa
AU - Karampournioti, Evmorfia
AU - Albertsen, Levke
N1 - Publisher Copyright: © 2018, Academy of Marketing Science.
PY - 2018
Y1 - 2018
N2 - Over the last decades, there has been a significant change in packaging design from mainly informative elements toward sensorial engaging products. Consumers fundamentally experience their world through their five senses, which shape their consumption experience and affect product and brand perception and behavior. Past research has shown that packaging has an enormous influence on consumer perceptions, purchase decisions, and product acceptance. Additionally, a large amount of studies revealed valuable insights regarding how to reach consumers through the five senses. However, literature still lacks an advanced measurement approach that evaluates the impact of sensory packaging on explicit and implicit information processing in consumer’s mind. The current research aims to contribute to the literature by analyzing the effect of sensory packaging on explicit and implicit product brand associations. Specifically, a PoS contact with the packaging of a premium-priced bicycle tire was simulated in a lab study to test the effectiveness of sensory packaging on consumer’s brand-related association formation. Our results show that there are not only major differences between explicit and implicit sensory perception but also that it needs the right interplay of sense stimulation (here: “direct tire touch and forest scent”), in order to trigger the best brand-related association change.
AB - Over the last decades, there has been a significant change in packaging design from mainly informative elements toward sensorial engaging products. Consumers fundamentally experience their world through their five senses, which shape their consumption experience and affect product and brand perception and behavior. Past research has shown that packaging has an enormous influence on consumer perceptions, purchase decisions, and product acceptance. Additionally, a large amount of studies revealed valuable insights regarding how to reach consumers through the five senses. However, literature still lacks an advanced measurement approach that evaluates the impact of sensory packaging on explicit and implicit information processing in consumer’s mind. The current research aims to contribute to the literature by analyzing the effect of sensory packaging on explicit and implicit product brand associations. Specifically, a PoS contact with the packaging of a premium-priced bicycle tire was simulated in a lab study to test the effectiveness of sensory packaging on consumer’s brand-related association formation. Our results show that there are not only major differences between explicit and implicit sensory perception but also that it needs the right interplay of sense stimulation (here: “direct tire touch and forest scent”), in order to trigger the best brand-related association change.
UR - http://www.scopus.com/inward/record.url?scp=85125173339&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-99181-8_173
DO - 10.1007/978-3-319-99181-8_173
M3 - Conference abstract
AN - SCOPUS:85125173339
SN - 978-3-319-99180-1
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 533
BT - Developments in Marketing Science
PB - Springer Nature
Y2 - 23 May 2018 through 25 May 2018
ER -