Cited by 364Consumer Packaging Perceptions and TrendsSensory Analysis and Statistical MethodsColor perception and design

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Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis

Ares, Gastón, Deliza, Rosires·2010·Food Quality and Preference

DOI 10.1016/j.foodqual.2010.03.006

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Abstract

Food packaging plays a major role in attracting consumer attention and generating sensory and hedonic expectations; which could affect their product perception and purchase decisions. In the present study word association and conjoint analysis were used to study the influence of package shape and colour on consumer expectations of milk desserts. Six images of milk dessert packages with different colour and shape were presented to 105 consumers, who were asked to complete a word association task and to score their expected liking and willingness to purchase the desserts. Both package shape and colour affected consumers expected liking scores and their sensory expectations regarding the desserts. Consumers associations were mainly related to sensory characteristics. Both methodologies provided an interesting insight on the consumer’s expectations generated by the packages and could be useful in order to design packages which create appropriate expectations regarding the product.

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Authors: Ares, G., & Deliza, R.
Affiliations: Universidad de la República de Uruguay (UY)
Embrapa (BR)
Corresponding author: Ares, Gastón
ORCID: Ares, Gastón
Deliza, Rosires
Venue: Food Quality and Preference
Publisher: Elsevier BV
Published: 2010-12
Volume: 21
Issue: 8
Pages: 930-937
ISSN: 0950-3293 (ISSN-L)
DOI: 10.1016/j.foodqual.2010.03.006
OpenAlex: W2012589848
Cited by: 357
References: 29
Citations by year: 2026: 21 · 2025: 20 · 2024: 17 · 2023: 20 · 2022: 30 · 2021: 30 · 2020: 22 · 2019: 39 · 2018: 29 · 2017: 30 · 2016: 28 · 2015: 25 · 2014: 19 · 2013: 9 · 2012: 10
FWCI: 25.69
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations: Food Quality and Preference (publishedVersion)
HAL (submittedVersion)
Funders: GlaxoSmithKline
Topics: Social Sciences › Business, Management and Accounting › Marketing › Consumer Packaging Perceptions and Trends
Life Sciences › Agricultural and Biological Sciences › Food Science › Sensory Analysis and Statistical Methods
Social Sciences › Psychology › Social Psychology › Color perception and design
Keywords: food packaging, customer expectations, sensory expectations, purchase intention, word association, conjoint analysis, packaging design

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Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis

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