Gatton College of Business and Economics, University of Kentucky, Lexington, KY, 40526, USA.
Department of Marketing, University of Groningen, Nettelbosje 2, 9747, AE, Groningen, the Netherlands.
Appetite. 2020 Jul 1;150:104657. doi: 10.1016/j.appet.2020.104657. Epub 2020 Mar 10.
Product packaging is an important instrument for marketers to draw consumer attention to specific product information and influence product perceptions. The purpose of this research is to investigate whether exposure to a product's packaging can also activate specific mindsets that, once activated, alter consumers' food perceptions. The results of three experiments demonstrate that elongated containers activate a health mindset that influences both consumers' perception of the packaged food product but also their health perceptions of subsequently encountered food. Specifically, foods in elongated containers lead consumers to think of concepts related to healthiness, which have differentiable effects on subsequent healthy and unhealthy food products.
产品包装是营销人员吸引消费者关注特定产品信息和影响产品认知的重要工具。本研究旨在探讨产品包装的展示是否也能激活特定的心态，一旦激活，这些心态是否会改变消费者对食品的认知。三项实验的结果表明，细长的容器会激活一种健康心态，这种心态会影响消费者对包装食品的感知，也会影响他们对随后遇到的食品的健康感知。具体来说，细长容器中的食品会让消费者联想到与健康相关的概念，这些概念对随后的健康食品和不健康食品有不同的影响。
