Cutting through the clutter: Purchase intentions as a function of packaging instrumentality, aesthetics, and symbolism

International Review of Retail, Distribution and Consumer Research

Volumn 23, Issue 4, 2013, Pages 394-417

  Vilnai Yavetz, Iris ^a   Koren, Ran ^a  

^a RUPPIN ACADEMIC CENTER   (Israel)

Author keywords

aesthetics; instrumentality; packaging design; packaging transparency; symbolism

Indexed keywords

EID: 84880031568     PISSN: 09593969     EISSN: 14664402     Source Type: Journal    
DOI: 10.1080/09593969.2013.792743     Document Type: Article

References (54)

1. Ahmed, A., Ahmed, N. and Salman, A. 2005. Critical Issues in Packaged Food Business. British Food Journal, 107 (10): 760 - 780.
2. Ajzen, I. 1991. The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50 (2): 179 - 211.
3. Ampuero, O. and Vila, N. 2006. Consumer Perceptions of Product Packaging. Journal of Consumer Marketing, 23 (2): 100 - 112.
4. Antil, J. H. 1984. " Conceptualization and Operationalization of Involvement ". In Advances in Consumer Research, Edited by: Kinnear, T. C. Vol. 11, 203 - 209. Provo, Utah: Association for Consumer Research.
5. Baron, R. M. and Kenny, D. A. 1986. The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51 (6): 1173 - 1182.
6. Bech-Larsen, T. 1996. Danish Consumers' Attitudes to the Functional and Environmental Characteristics of Food Packaging. Journal of Consumer Policy, 19 (3): 339 - 363.
7. Blijlevens, J., Creusen, M. E. H. and Schoormans, J. P. L. 2009. How Consumers Perceive Product Appearance: The Identification of Three Product Appearance Attributes. International Journal of Design, 3 (3): 27 - 35.
8. Bloch, P. H. 2011. Product Design and Marketing: Reflections After Fifteen Years. Journal of Product Innovation Management, 28 (3): 378 - 380.
9. Butkeviciene, V., Stravinskiene, J. and Rutelione, A. 2008. Impact of Consumer Package Communication on Consumer Decision Making Process. Engineering Economics, 1 (56): 57 - 65.
10. Chandon, P. and Ordabayeva, N. 2009. Supersize in One Dimension, Downsize in Three Dimensions: Effects of Spatial Dimensionality on Size Perceptions and Preferences. Journal of Marketing Research, 46 (6): 739 - 753.
11. Clement, J. 2007. Visual Influence on In-store Buying Decisions: An Eye-Track Experiment on the Visual Influence of Packaging Design. Journal of Marketing Management, 23 (9-10): 917 - 928.
12. Dano, F. 1996. Packaging: A Semiotic Approach. International Journal of Research in Marketing, l: 23 - 35.
13. Deng, X. and Kahn, B. E. 2009. Is Your Product on the Right Side? The 'Location Effect' on Perceived Product Heaviness and Package Evaluation. Journal of Marketing Research, 46 (6): 725 - 738.
14. Duizer, L. M., Robertson, T. and Han, J. 2009. Requirements for Packaging from an Ageing Consumer's Perspective. Packaging Technology & Science, 22: 187 - 197.
15. Durkalski, E. 2000. Paper or Plastic? Does the Type of Material an Item is Packaged in Really Affect the Consumers' Buying Habits?. Paperboard Packaging,: 26 - 28. Dec.:
16. Elsbach, K. D. and Bechky, B. A. 2007. It's More than a Desk: Working Smarter Through Leveraged Office Design. California Management Review, 49: 80 - 101.
17. Erdem, T. and Keane, M. P. 1996. Decision-Making Under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets. Marketing Science, 15 (1): 1 - 20.
18. Finch, J. F. and West, S. G. 1997. The Investigation of Personality Structure: Statistical Models. Journal of Research in Personality, 31 (4): 439 - 485.
19. Gao, T., Sirgy, M. J. and Bird, M. M. 2005. Reducing Buyer Decision-Making Uncertainty in Organizational Purchasing: Can Supplier Trust, Commitment, and Dependence Help?. Journal of Business Research, 58 (4): 397 - 405.
20. Garber, L. L. Jr., Hyatt, E. M. and Boya, U. O. 2008. Does Visual Package Clutter Obscure the Communicability of Food Package Shape?. Journal of Food Products Marketing, 14 (4): 21 - 32.
21. Hanna, G. G. 2002. Elements of Design, New York, NY: Princeton Architectural Press.
22. Hawkes, C. 2010. Food Packaging: The Medium is the Message. Public Health Nutrition, 13 (2): 297 - 299.
23. Hoegg, J. A. and Alba, J. W. 2011. Seeing is Believing (Too Much): The Influence of Product Form on Perceptions of Functional Performance. Journal of Product Innovation Management, 28 (3): 346 - 359.
24. Kornblau, C. 1961. " Packaging and Supermarkets: The Package in the Marketplace ". In Effective Marketing Coordination, Edited by: Baker, G. L. 296 - 306. Chicago IL: American Marketing Association.
25. Kuvykaite, R., Dovaliene, A. and Navickiene, L. 2009. Impact of Package Elements on Consumer's Purchase Decision. Economics & Management, 14: 441 - 447.
26. Lee, J-Y., Gao, Z. and Brown, M. G. 2010. A Study of the Impact of Package Changes on Orange Juice Demand. Journal of Retailing and Consumer Services, 17: 487 - 491.
27. Levin, A. M. and Levin, I. P. 2010. Packaging of Healthy and Unhealthy Food Products for Children and Parents: The Relative Influence of Licensed Characters and Brand Names. Journal of Consumer Behaviour, 9: 393 - 402.
28. Lidwell, W., Holden, K. and Butler, J. 2010. Universal Principles of Design: 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, and Teach Through Design, Beverly, MA: Rockport Publishers.
29. Littel, S. and Orth, U. R. 2012. Effects of Package Visuals and Haptics on Brand Evaluations. European Journal of Marketing, 47 (1/2): 198 - 217.
30. Löfgren, M. 2005. Winning at the First and Second Moment of Truth: An Exploratory Study. Managing Service Quality, 15 (1): 102 - 115.
31. Louw, A., and M. Kimber. 2007. "The Power of Packaging." The Customer Equity Company (UK). Accessed August 30, 2011. http://www.tnsglobal.com/_assets/files/The_power_of_packaging.pdf
32. McNeal, J. U. and Ji, M. F. 2003. Children's Visual Memory of Packaging. Journal of Consumer Marketing., 20 (5): 400 - 427.
33. Mueller, S. and Szolnoki, G. 2010. The Relative Influence of Packaging, Labelling, Branding and Sensory Attributes on Liking and Purchase Intent: Consumers Differ in their Responsiveness. Food Quality and Preference, 21 (7): 774 - 783.
34. Nasar, J. L. 1994. Urban Design Aesthetics: The Evaluative Qualities of Building Exteriors. Environment and Behavior, 26 (3): 377 - 401.
35. Nasar, J. L. 1997. " New Developments in Aesthetics for Urban Design ". In Advances in Environment, Behavior, and Design, Edited by: Zube, E. H. and Moore, G. T. 149 - 193. New York: Plenum Press.
36. Nielsen, J. 1994. Usability Engineering, San Francisco: Morgan Kaufman.
37. Orth, U. R., Campana, D. and Malkewitz, K. 2010. Formation of Consumer Price Expectation Based on Package Design: Attractive and Quality Routes. Journal of Marketing Theory and Practice, 18 (1): 23 - 40.
38. Orth, U. R. and Malkewitz, K. 2008. Holistic Package Design and Consumer Brand Impressions. Journal of Marketing, 72 (3): 64 - 81.
39. Petty, R. E., Cacioppo, J. T. and Schumann, D. 1983. Central and Peripheral Routes to Advertising Effectiveness. Journal of Consumer Research, 10: 135 - 146.
40. Pondy, L. R., Frost, P. J., Morgan, G. and Dandridge, T. C., eds. 1983. Organizational Symbolism, Greenwich, CT: JAI Press.
41. Preacher, K. J. and Hayes, A. F. 2008. Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models. Behavior Research Methods, 40: 879 - 891.
42. Rafaeli, A. and Vilnai-Yavetz, I. 2004. Emotion as a Connection of Physical Artifacts and Organizations. Organization Science, 15 (6): 671 - 686.
43. Ranjbarian, B., Mahmoodi, S. and Shahin, A. 2010. Packaging Elements and Consumer Buying Decisions. International Journal of Business Innovation and Research, 4 (4): 376 - 390.
44. Rundh, B. 2005. The Multi-Faceted Dimension of Packaging: Marketing Logistic or Marketing Tool?. British Food Journal, 107 (9): 670 - 684.
45. Rundh, B. 2009. Packaging Design: Creating Competitive Advantage with Product Packaging. British Food Journal, 111 (9): 988 - 1002.
46. Sehrawet, M. and Kundu, S. C. 2007. Buying Behaviour of Rural and Urban Consumers in India: The Impact of Packaging. International Journal of Consumer Studies, 31: 630 - 638.
47. Silayoi, P. and Speece, M. 2004. Packaging and Purchase Decisions: An Exploratory Study on the Impact of Involvement Level and Time Pressure. British Food Journal, 106 (8): 607 - 628.
48. Silayoi, P. and Speece, M. 2007. The Importance of Packaging Attributes: A Conjoint Analysis Approach. European Journal of Marketing, 41 (11/12): 1495 - 1517.
49. Sogn-Grundvag, G. and Ostli, J. 2009. Consumer Evaluation of Unbranded and Unlabelled Food Products: The Case of Bacalhau. European Journal of Marketing, 43 (1/2): 213 - 228.
50. Tractinsky, N. and Lowengart, O. 2007. Web-Store Aesthetics in E-Retailing: A Conceptual Framework and Some Theoretical Implications. Academy of Marketing Science Review, 11 (1): 1 - 18.
51. Venter, K., van der Merwe, D., de Beer, H., Kempen, E. and Bosman, M. 2010. Consumers' Perceptions of Food Packaging: An Exploratory Investigation in Potchefstroom. South Africa. International Journal of Consumer Studies, 35 (3): 273 - 281.
52. Vilnai-Yavetz, I. and Rafaeli, A. 2011. Are Your Service Providers Clean and Neat? The effects of a Messy Appearance on Customer Reactions. Services Marketing Quarterly, 32 (3): 161 - 180.
53. Vilnai-Yavetz, I., Rafaeli, A. and Schneider-Yaacov, C. 2005. Instrumentality, Aesthetics and Symbolism of Office Design. Environment and Behavior, 37 (4): 533 - 551.
54. Yoxall, A., Langley, J., Janson, R., Lewis, R., Wearn, J., Hayes, S. A. and Bix, L. 2010. How Wide do You Want the Jar? The Effect on Diameter for Ease of Opening for Wide-Mouth Closures. Packaging Technology & Science, 23: 11 - 18.