Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation

Marketing Letters

Volumn 25, Issue 4, 2014, Pages 397-407

  van Rompay, Thomas J L ^a   Fransen, Marieke L ^b   Borgelink, Bianca G D ^a  

^a UNIVERSITY OF TWENTE   (Netherlands)

^b UNIVERSITY OF AMSTERDAM   (Netherlands)

Author keywords

Branding; Design; Embodiment; Product evaluation; Product packaging

Indexed keywords

EID: 84881357367     PISSN: 09230645     EISSN: 1573059X     Source Type: Journal    
DOI: 10.1007/s11002-013-9260-3     Document Type: Article

References (35)

1. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.
2. Arnheim, R. (1969). Visual thinking. Berkeley and Los Angeles: University of California Press.
3. Barsalou, L. W. (1999). Perceptual symbol systems. Behavioral and Brain Sciences, 22(4), 577–660.
4. Becker, L., Van Rompay, T. J. L., Schifferstein, H. N. J., & Galetzka, M. (2011). Tough package, strong taste: The influence of packaging design on taste impressions and product evaluations. Food Quality and Preference, 22(1), 17–23.
5. Bloch, P. H. (1995). Seeking the ideal form: Product design and consumer response. Journal of Marketing, 59(3), 16–29.
6. Bloch, P. H., Brunel, F. H., & Arnold, T. J. (2003). Individual differences in the centrality of visual product aesthetics: Concept and measurement. Journal of Consumer Research, 29, 551–565.
7. Bone, P. F., & Jantrania, S. (1992). Olfaction as a cue for product quality. Marketing Letters, 3(3), 289–296.
8. Bundesen, C., Larsen, A., & Farrell, J. E. (1983). Visual apparent movement: Transformations of size and orientation. Perception, 12, 549–558.
9. Chylinski, M., & Chu, A. (2010). Consumer cynicism: Antecedents and consequences. European Journal of Marketing, 44(6), 796–837.
10. Creusen, M. E. H., & Schoormans, J. P. L. (2005). The different roles of product appearance in consumer choice. Journal of Product Innovation Management, 22(1), 63–81.
11. Crilly, N., Moultrie, J., & Clarkson, P. J. (2004). Seeing things: Consumer response to the visual domain in product design. Design Studies, 25(6), 547–577.
12. Deng, X., & 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.
13. Dewey, J. (1934). Art as experience. New York: Berkley Publishing Group.
14. Downing, P., & Treisman, A. (1997). The line-motion illusion: Attention or impletion? Journal of Experimental Psychology. Human Perception and Performance, 23(3), 768–779.
15. Fenko, A., Schifferstein, H. N. J., Huang, T., & Hekkert, P. (2009). What makes products fresh: The smell or the colour? Food Quality and Preference, 20(5), 372–379.
16. Geuens, M., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26(2), 97–107.
17. Hine, T. (1995). The total packaging: The secret history and hidden meanings of boxes, bottles, cans and other persuasive containers. New York: Little Brown.
18. Hoegg, J., & Alba, J. W. (2007). Taste perception: More than meets the eye. Journal of Consumer Research, 33(4), 490–498.
19. Honea, H., & Horsky, S. (2012). The power of plain: Intensifying product experience with neutral aesthetic context. Marketing Letters, 23(1), 223–235.
20. Huettl, V., & Gierl, H. (2012). Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information. Marketing Letters, 23(3), 893–904.
21. Johnson, M. (1987). The body in the mind. Chicago: University Press Chicago.
22. Kandinsky, V. (1926). Point and line to plane. New York: Dover Publications Inc.
23. Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351.
24. Lakoff, G., & Johnson, M. (1999). Philosophy in the flesh. New York: Basic Books.
25. McCracken, J. C., & Macklin, M. C. (1998). The role of brand names and visual cues in enhancing memory for consumer packaged goods. Marketing Letters, 9(2), 209–226.
26. Meier, B. P., & Robinson, M. D. (2004). Why the sunny side is up. Psychological Science, 15(4), 243–247.
27. Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7(2), 159–186.
28. Osgood, C. E. (1960). The cross-cultural generality of visual–verbal synesthetic tendencies. Behavioral Science, 5, 146–169.
29. Peracchio, L. A., & Meyers-Levy, J. (2005). Using stylistic properties of ad pictures to communicate with consumers. Journal of Consumer Research, 32, 29–40.
30. Raghubir, P., & Krishna, A. (1999). Vital dimensions in volume perception: Can the eye fool the stomach? Journal of Marketing Research, 36, 313–326.
31. Schoormans, J. P. L., & Robben, H. S. J. (1997). The effect of new package design on product attention, categorization and evaluation. Journal of Economic Psychology, 18(2/3), 271–287.
32. Schubert, T. W. (2005). Your highness: Vertical positions as perceptual symbols of power. Journal of Personality and Social Psychology, 81(1), 1–21.
33. Van Rompay, T. J. L., De Vries, P. W., Bontekoe, F., & Tanja-Dijkstra, K. (2012). Embodied product perception: Effects of verticality cues in advertising and packaging design on consumer impressions and price expectations. Psychology & Marketing, 29(12), 919–928.
34. Wansink, B., & Van Ittersum, K. (2003). Bottoms up! The influence of elongation on pouring and consumption volume. Journal of Consumer Research, 30, 455–463.
35. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.