Universidad de Valencia, Dpto Comercialización e Investigación de Mercados, Edif. Departamental Facultad de Economia (1er piso), Avda Tarongers, s/n, 46.022 Valencia, Spain.
Soc Sci Med. 2018 Feb;198:85-94. doi: 10.1016/j.socscimed.2017.12.018. Epub 2017 Dec 16.
Packaging attributes can be classified into two main blocks: visual/commercial attributes and informational/technical ones. In this framework, our objectives are: (i) to compare if both kinds of attributes lead to equal responses (consumers' attitudes improvement and product trial) and (ii) to compare if they work equally when a hedonic or a healthy new product is launched into the young market. An experimental design was defined to reach both objectives. Two packaging attributes were manipulated orthogonally to introduce greater variation in people's perceptions: a visual cue (the color) and an informative cue (the claim/label). A third variable was introduced: hedonic (candy bars) versus functional/healthy products (juice with fruit and milk). In a laboratory, 300 young consumers chose and evaluated one of the different packages that were simulated (using different colors and labels). Our results show that both kinds of attributes are significant, but visual cues were more strongly associated with young consumers' positive attitudes towards the product and their intention to buy than technical cues. Results do not differ between the product categories.7.
视觉/商业属性和信息/技术属性。在这个框架下，我们的目标是：（i）比较这两种属性是否会产生相同的效果（消费者态度的改善和产品试用）；（ii）比较当推出面向年轻市场的享乐型或健康型新产品时，它们的效果是否相同。为了实现这两个目标，我们设计了一个实验。我们正交地操纵了两个包装属性，以在人们的认知中引入更大的变化：一个视觉线索（颜色）和一个信息线索（声明/标签）。引入了第三个变量：享乐型（糖果棒）与功能/健康型产品（含水果和牛奶的果汁）。在一个实验室里，300 名年轻消费者选择并评估了模拟的不同包装中的一个。我们的研究结果表明，这两种属性都很重要，但与年轻消费者对产品的积极态度和购买意愿相比，视觉线索的关联性更强。结果在产品类别之间没有差异。
