Packaging communication: Attentional effects of product imagery

Journal of Product & Brand Management

Volumn 10, Issue 7, 2001, Pages 403-422

  Underwood, Robert L ^a   Klein, Noreen M ^b   Burke, Raymond R ^c  

^a UNIVERSITY OF ALABAMA AT BIRMINGHAM   (United States)

^b VIRGINIA POLYTECHNIC INSTITUTE AND STATE UNIVERSITY   (United States)

^c INDIANA UNIVERSITY   (United States)

Author keywords

Consumer behaviour; Marketing; Packaging

Indexed keywords

EID: 84986104582     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420110410531     Document Type: Article

References (49)

1. Alesandrini, K.L. (1982), “Strategies that influence memory for advertising communications”, in Information Processing Research in Advertising, Harris, R.J. (Ed.), Lawrence Erlbaum Associates, Hillsdale, NJ, pp. 65-81.
2. Alesandrini, K.L. and Sheikh, A. (1983), “Research on imagery: applications to advertising”, in Imagery: Current Theory and Applications, Anees Sheikh, (Ed.), John Wiley & Sons, New York, NY, pp. 535-56.
3. Banks, S. (1950), “The measurement of the effect of a new packaging material upon preference and sales”, Journal of Business, Vol. 23, pp. 71-80.
4. Belch, G.E. and Belch, M.A. (2001), Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw-Hill Irwin, Boston, MA.
5. Bolen, W.H. (1984), Advertising, 2nd ed., John Wiley & Sons, New York, NY.
6. Bone, P.F. and Corey, R.J. (1992), “Ethical dilemmas in packaging: beliefs of packaging professionals”, Journal of Macromarketing, Vol. 12 No. 1, pp. 45-54.
7. Bone, P.F. and Corey, R.J. (2000), “Packaging ethics: perceptual differences among packaging professionals, brand managers, and ethically-interested consumers”, Journal of Business Ethics, April, pp. 199-213.
8. Bonner, G.P. and Nelson, R. (1985), “Product attributes and perceived quality: foods”, in Jacoby, J. and Olson, J.C. (Eds), Perceived Quality, Lexington Books, Lexington, MA, pp. 65-79.
9. Brown, R.L. (1958), “Wrapper influence on the perception of freshness in bread”, Journal of Applied Psychology, Vol. 42, pp. 257-60.
10. Burke, R.R., Harlam, B.A., Kahn, B.E. and Lodish, L.M. (1992), “Comparing dynamic consumer choice in real and computer-simulated environments”, Journal of Consumer Research, Vol. 19, pp. 71-82.
11. Cheskin, L. (1971), “Your package: marketing success or disaster”, Package Engineering, April, pp. 16f-16g.
12. Faison, E.W.J. (1961), “The application of research to packaging”, Business Horizons, Vol. 4, February, pp. 39-40.
13. Faison, E.W.J. (1962), Package Design: An Aid to Design, Visual Research, Inc., Chicago, IL.
14. Feldman, J. and Lynch, J. Jr (1988), “Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior”, Journal of Applied Psychology, Vol. 73 No. 3, pp. 421-35.
15. Garber, L.L., Burke, R.R. and Jones, J.M. (2000), “The role of package color in consumer purchase consideration and choice”, Working paper, Marketing Science Institute.
16. Gardner, B.B. (1967), “The package as a communication”, in Marketing for Tomorrow – Today, Moyer, M.S. and Vosburgh, R.E. (Eds), American Marketing Association, Chicago, IL.
17. Homer, P. and Gauntt, S. (1992), “The role of imagery in the processing of visual and verbal package information”, Journal of Mental Imagery, Vol. 16 Nos. 3 and 4, pp. 123-44.
18. Houston, M.J., Childers, T.L. and Heckler, S.E. (1987), “Picture-word consistency and the elaborative processing of advertisements”, Journal of Marketing Research, Vol. 24, November, pp. 359-69.
19. Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing,Vol. 57, January, pp. 1-22.
20. Kisielius, J. and Sternthal, B. (1986), “Examining the vividness controversy: an availability-valence interpretation”, Journal of Consumer Research, Vol. 12, March, pp. 418-31.
21. Lincoln, C.W. (1965), “Total brand identification through packaging”, in Webster, F.E. (Ed.), New Directions in Marketing, American Marketing Association, Chicago, IL.
22. Lutz, K.A. and Lutz, R.J. (1978), “Imagery-eliciting strategies: review and implications of research”, in Hunt H.K. (Ed.), Advances in Consumer Research, Vol. 5, Association for Consumer Research, Ann Arbor, MI, pp. 611-20.
23. MacInnis, D.J. and Price, L.L. (1987), “The role of imagery in information processing: review and extensions”, Journal of Consumer Research, Vol. 13, March, pp. 473-91.
24. Mandler, J.M. and Johnson, N.S. (1976), “Some of the thousand words a picture is worth”, Journal of Experimental Psychology: Human Learning and Memory, Vol. 2, pp. 529-40.
25. McDaniel, C. and Baker, R.C. (1977), “Convenience food packaging and the perception of product quality”, Journal of Marketing, Vol. 41, pp. 57-58.
26. Miaoulis, G. and d'Amoato, N. (1978), “Consumer confusion and trademark infringement”, Journal of Marketing, Vol. 42, pp. 57-58.
27. Nisbett, R.E., Borgida, E., Crandall, R. and Reed, H. (1976), “Popular indiction: information is not necessarily informative”, in Cognition and Social Behavior, Carrol, J.B. and Payne, J.W. (Eds), Lawrence Erlbaum Associates, Hillsdale, NJ.
28. Olson, J.C. and Jacoby, J. (1972), “Cue utilization in the quality perception process”, in Proceedings of the Third Annual Conference of the Association for Consumer Research, Venkatesan, M. (Ed.), Association for Consumer Research, Iowa City, IA, pp. 167-79.
29. Park, C.W., Jaworski, B.J. and MacInnis, D.J. (1986), “Strategic brand concept-image management”, Journal of Marketing, Vol. 50, pp. 135-45.
30. Pavio, A. (1986), Mental Representations. A Dual Coding Approach, Oxford University Press, New York, NY.
31. Pieters, R. and Warlop, L. (1999), “Visual attention during brand choice: the impact of time pressure and task motivation”, International Journal of Research in Marketing, Vol. 16, pp. 1-16.
32. Plasschaert, J. (1995), “The meaning of colour on packaging – a methodology for qualitative research using semiotic principles and computer image manipulation”, in Decision Making and Research Action, 48th ESOMAR Marketing Research Congress, Amsterdam, pp. 217-32.
33. Polonsky, M.J., Bailey, J., Baker, H. and Basche, C. (1998), “Communicating environmental information: are marketing claims on packaging misleading”, Journal of Business Ethics, Vol. 17 No. 3, pp. 281-94.
34. Prone, M. (1993), “Package design has stronger ROI potential than many believe”, Marketing News, October, p. 13.
35. Purwar, P. (1982), “The role of price cue in product quality perception: a comprehensive model and an empirical investigation”, doctoral dissertation, SUNY at Buffalo, NY.
36. Richardson, P.S. (1994), “Cue effects on evaluations of national and private-label brands”, in Park, C.W. and Smith, D.C. (Eds), Marketing Theory and Applications, Vol. 5, American Marketing Association, Chicago, IL, pp. 165-71.
37. Rigaux-Bricmont, B. (1982), “Influences in brand name and packaging on perceived quality”, in Mitchell, A. (Ed.), Advances in Consumer Research, Vol. 9, Association for Consumer Research, Ann Arbor, MI, pp. 472-7.
38. Rosenfeld, J. (1987), “Packaging wraps up sales”, Marketing Communications, September, pp. 43-48, 79.
39. Rosenthal, R. and Rosnow, R.L. (1991), Essentials of Behavioural Research: Methods and Data Analysis, McGraw-Hill, New York, NY.
40. Schoorsman, J.P.L., Robben, H.S.J. and Henry, S.J. (1997), “The effect of new package design on product attention, categorization and evaluation”, Journal of Economic Psychology, Vol. 18 No. 2 and 3, pp. 271-87.
41. Schucker, R.E. (1959), “An evaluation of methods for measuring consumer reactions to retail packages”, unpublished PhD dissertation, Purdue University.
42. Schwartz, D. (1971), “Evaluating packages”, Journal of Advertising Research, Vol. 11, October, pp. 29-32.
43. Spethmann, B. (1994), “The mystique of the brand: jarred, bagged, boxed, canned; a brand's equity protector is the package itself”, Brandweek, Vol. 35, pp. 25-27.
44. Stokes, R. (1985), “The effect of price, package design, and brand familiarity on perceived quality”, in Perceived Quality, Jacoby, J. and Olson, J.C. (Eds), Lexington Books, Toronto.
45. Underwood, R.L. (1999), “Construction of identity through packaging: a qualitative inquiry”, in Menon, A. and Sharma, A. (Eds), Marketing Theory and Applications, Vol. 10, American Marketing Association, Chicago, IL, p. 147.
46. Underwood, R.L. and Ozanne, J. (1998), “Is your package an effective communicator? A normative framework for increasing the communicative competence of packaging”, Journal of Marketing Communication, Vol. 4 No. 4, pp. 207-20.
47. Vartan, C.G. and Rosenfeld, J. (1987), “Winning the supermarket war: packaging as a weapon”, Marketing Communications, August, Vol. 33.
48. Wansink, B. (1996), “Can package size accelerate usage volume?”, Journal of Marketing, Vol. 60, July, pp. 1-14.
49. Zeithaml, V. (1988), “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52, July, pp. 2-22.