Details
| Original language | English |
|---|---|
| Title of host publication | Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces |
| Subtitle of host publication | Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference |
| Publisher | Springer Nature |
| Pages | 231 |
| Number of pages | 1 |
| Publication status | Published - 28 Nov 2018 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
Packaging is one of the most powerful mediums for firms to appeal to the consumer because of its presence in the crucial moment of buying decision. Especially packaging form can be an effective instrument to stand out in the market. In particular in the food industry, representing a highly competitive market, packaging design represents an essential issue. Most firms use a packaging form that is squared and prototypical within their product category. However, the question arises if changing the packaging alignment may give a competitive edge. The objective of this paper is to examine the differences between vertical and horizontal packaging with regard to consumer perception and behavior. For this purpose, we present an experiment in the context of utilitarian food products. The results show that the vertical package elicits higher perceived aesthetics based on prototypicality in the given product category and more estimated package content due to the elongation bias. In contrast, the horizontal package evokes a higher perceived utilitarian value in consequence of an enhanced efficiency when processing the packaging text (utilitarian claims) horizontally. This effect surpasses the first two effects, so that finally the use of a horizontal package leads to a higher willingness to pay.
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
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Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces : Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference. Springer Nature, 2018. p. 231 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Conference contribution › Research › peer review
}
TY - GEN
T1 - Vertical vs. Horizontal Packaging Design: Investigating the Effects of Packaging Form on Consumers’ Perception of Utilitarian FoodProducts
T2 - An Abstract
AU - Wiedmann, Klaus Peter
AU - Bettels, Jannick
AU - Haase, Janina
PY - 2018/11/28
Y1 - 2018/11/28
N2 - Packaging is one of the most powerful mediums for firms to appeal to the consumer because of its presence in the crucial moment of buying decision. Especially packaging form can be an effective instrument to stand out in the market. In particular in the food industry, representing a highly competitive market, packaging design represents an essential issue. Most firms use a packaging form that is squared and prototypical within their product category. However, the question arises if changing the packaging alignment may give a competitive edge. The objective of this paper is to examine the differences between vertical and horizontal packaging with regard to consumer perception and behavior. For this purpose, we present an experiment in the context of utilitarian food products. The results show that the vertical package elicits higher perceived aesthetics based on prototypicality in the given product category and more estimated package content due to the elongation bias. In contrast, the horizontal package evokes a higher perceived utilitarian value in consequence of an enhanced efficiency when processing the packaging text (utilitarian claims) horizontally. This effect surpasses the first two effects, so that finally the use of a horizontal package leads to a higher willingness to pay.
AB - Packaging is one of the most powerful mediums for firms to appeal to the consumer because of its presence in the crucial moment of buying decision. Especially packaging form can be an effective instrument to stand out in the market. In particular in the food industry, representing a highly competitive market, packaging design represents an essential issue. Most firms use a packaging form that is squared and prototypical within their product category. However, the question arises if changing the packaging alignment may give a competitive edge. The objective of this paper is to examine the differences between vertical and horizontal packaging with regard to consumer perception and behavior. For this purpose, we present an experiment in the context of utilitarian food products. The results show that the vertical package elicits higher perceived aesthetics based on prototypicality in the given product category and more estimated package content due to the elongation bias. In contrast, the horizontal package evokes a higher perceived utilitarian value in consequence of an enhanced efficiency when processing the packaging text (utilitarian claims) horizontally. This effect surpasses the first two effects, so that finally the use of a horizontal package leads to a higher willingness to pay.
UR - http://www.scopus.com/inward/record.url?scp=85125167548&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-99181-8_69
DO - 10.1007/978-3-319-99181-8_69
M3 - Conference contribution
AN - SCOPUS:85125167548
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 231
BT - Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces
PB - Springer Nature
ER -