New method to measure behavioral responses to packaging elements.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Most packaging design studies have focused on the analysis of verbalisations of behaviour, which has long been questioned as a reliable research method. A new method incorporating memory and packaging recognition is presented to determine the importance of packaging elements and their combined effects, using a sequence of experiments (three online memory games) and measuring accuracy and reaction-times when one element is neutralised. In three pilot product categories the largest effect on accuracy came from colour, then picture/graphic, and typeface. This method can help marketers reviewing current and new packaging designs and promotional design changes under competitive situations.
Original languageEnglish
Title of host publicationEuropean Marketing Academy
Place of PublicationThe European Marketing Academy Conference
Publication statusPublished - 2012

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