Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Annual


The Effect of Implicit Packaging Design - A Meta-Analytic Study
(A2022-107542)

Published: May 24, 2022

AUTHORS

Timpe Callebaut, KU Leuven; Kathleen Cleeren, KULeuven; Kelly Geyskens , Maastricht University

ABSTRACT

This research examines the differential effectiveness of implicit packaging elements (size, shape, material, color) on different phases of the consumer decision process (package perceptions, product performance inferences, consumer behavior). Results from a meta-analysis of 504 studies from 88 papers show that all packaging elements significantly affect consumers across the decision process. However, elements that are processed at an earlier stage (shape and size) have a larger impact on package perceptions than elements that are processed later (material and color). We also find that, following the matching effect, functional packaging elements (size and material) have a larger effect on product performance inferences and purchasing behavior, while aesthetic elements (shape and color) have a larger effect on consumption behavior. Furthermore, implicit packaging design is observed to be more influential on package perceptions than on later stages in the decision process, inferences and behavior.