Sensory Aspects of Package Design |
| |
| Institution: | 1. Stephen M Ross School of Business, University of Michigan, 701 Tappan St., Ann Arbor, MI 48109-1234, USA;2. Darden School of Business, University of Virginia, 100 Darden Blvd., Charlottesville, VA 22903, USA;3. College of Administrative Sciences and Economics, Koç University, Rumelifeneri Yolu, Sar?yer, ?stanbul 34450, Turkey;1. Dyson School of Applied Economics and Management, Cornell University, United States;2. Cornell Food and Brand Lab, Cornell University, United States;1. Imagineering Institute, Iskandar, Malaysia;2. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, UK;3. Flying Fish Research, Oxford, UK;4. City University London, London, UK;1. A&F Marketing – Consumer Psychology, Christian-Albrechts-Universität Kiel, Wilhelm-Seelig-Platz 6/7, 24098 Kiel, Germany;2. School of Business, University of Adelaide, Rm 1013, 10 Pulteney St, Adelaide, South Australia 5000, Australia;1. Division of Human Nutrition, Wageningen University, Stippeneng 4, 6708 WE Wageningen, The Netherlands;2. Consumer Science, Unilever R&D Vlaardingen, Olivier van Noortlaan 120, 3133 AT Vlaardingen, The Netherlands;1. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, UK;2. Universidad de la Sabana, Bogotá, Colombia;3. School of Psychology, Faculty of Health Sciences, University of Adelaide, Adelaide, Australia |
| |
| Abstract: | Packaging is a critical aspect of the marketing offer, with many implications for the multi-sensory customer experience. It can affect attention, comprehension of value, perception of product functionality, and also consumption, with important consequences for consumer experience and response. Thus, while it was once viewed as being useful only for product preservation and logistics, package design has evolved into a key marketing tool. We introduce the layered-packaging taxonomy that highlights new ways to think about product packaging. This taxonomy has two dimensions: the physicality dimension, which is composed of the outer–intermediate–inner packaging layers, and the functionality dimension, which is composed of the purchase–consumption packaging layers. We then build on this taxonomy to present an integrative conceptualization of the sensory aspects of package design as they affect key stages of customer experience. |
| |
| Keywords: | Sensory marketing Packaging Design Customer experience Consumption |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
