The DOI matches its Crossref record; 26 of the 26 references it cites were found in a registry or an index.
Packaging communication: attentional effects of product imagery
Abstract
This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a picture or illustration of the product on the packaging of the product. Empirical results from a virtual reality simulation show that package pictures increase shoppers’ attention to the brand. However this effect is contingent, occurring only for low familiarity brands (private‐label brands) within product categories that offer a relatively high level of experiential benefits. These results suggest that package pictures may be especially useful for private label brands and/or lesser tier national brands whose strategic objectives are to improve consumers’ perceptions of the brand and enter the consideration set.
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Cites
Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence
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Mental Representations: A Dual Coding Approach
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Essentials of Behavioral Research: Methods and Data Analysis
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Strategic Brand Concept-Image Management
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Cue Utilization in the Quality Perception Process
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Visual attention during brand choice: The impact of time pressure and task motivation
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Can Package Size Accelerate Usage Volume?
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Cited by
Steenis, N. D., van Herpen, E., van der Lans, I. A., Ligthart, T. N., & van Trijp, H. C. M. (2017) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2017.06.036 · Cited by 493
Packaging design: general framework and research agenda
Azzi, A., Battini, D., Persona, A., & Sgarbossa, F. (2012) · Packaging Technology and Science · doi:10.1002/pts.993 · Cited by 195
Lindh, H., Williams, H., Olsson, A., & Wikström, F. (2016) · Packaging Technology and Science · doi:10.1002/pts.2197 · Cited by 182
Cue-based decision making. A new framework for understanding the uninvolved food consumer
Hamlin, R. P. (2010) · Appetite · doi:10.1016/j.appet.2010.04.007 · Cited by 70
Consumer Attitudes and Preferences toward Cross-Cultural Ready-To-Eat (RTE) Food
Thienhirun, S., & Chung, S. (2018) · Journal of Food Products Marketing · doi:10.1080/10454446.2016.1266544 · Cited by 45
Metadata
- Authors
- Underwood, R. L., Klein, N. M., & Burke, R. R.
- Venue
- Journal of Product & Brand Management
- Publisher
- Emerald
- Published
- 2001-12-01
- Volume
- 10
- Issue
- 7
- Pages
- 403-422
- ISSN
- 1061-0421 (ISSN-L)
- OpenAlex
- W1973734655
- Cited by
- 481
- References
- 26
- FWCI
- 12.35
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
