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The Role of Package Color in Consumer Purchase Consideration and Choice

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... Several studies have investigated issues such as packages as a means of attracting the attention of consumers (Underwood et al., 2001; Garber et al., 2000; Goldberg et al,. 1999; Schoormans & Robben, 1997). ...
... 1999; Schoormans & Robben, 1997). Other studies researched packages as a means of communication as well as a means of communicating brand and product meaning (Underwood & Klein, 2002; Garber et al., 2000, Schoormans & Robben, 1997; Gordon et al., 1994; Homer & Gauntt, 1992; Rigaux-Bricmont, 1981; McDaniel & Baker, 1977). ...
... Packages are found to attract attention (Underwood et al., 2001; Garber et al., 2000; Goldberg et al., 1999; Schoormans & Robben, 1997). In fact, Goldberg et al. (1999) found that by dismissing such non-verbal signs as colors, the attention to verbal signs can be increased. ...
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Consumers rely on signals, both extrinsic and intrinsic attributes, to solve their asymmetric information problem regarding product quality. In this study an experiment is designed to evaluate how consumers assess quality perception in terms of specific product characteristics, namely colors and shapes in product labels. According to the cue consistency theory, the prediction is that multiple sources of information are more useful when they provide corroborating information than when they offer disparate conclusions. In this sense, particular colors and shapes combinations which are consistent are expected to enhance consumers´ product quality perception, while other combinations that are inconsistent will decrease it.
... A színek megváltoztatják a tárgyak és a szituációk jelentését , a színpreferenciák előrejelzik a vásárlók viselkedését (Aslam 2006), befolyásolják a vásárló felfogását, viselkedését és reakcióit, és segíti a vállalatok megkülönböztetését a versenytársaktól (Aslam 2006). A színeknek egyik legfontosabb szerepe a figyelemfelkeltés és az ingeralapú információk biztosítása (Garber et al. 2000, Kauppinen-Räisänen, Luomala 2010). A színekre reagálunk legelőször, azok gyorsabban kötik össze a nézőt a tárggyal, mint bármilyen más azonosító jellemző (Akcay et al. 2011). ...
... A színek egyfajta jelzőrendszerül is szolgálnak , beazonosítanak: nemcsak a márkát jelzik előre, hanem az árat és a minőséget is, de ezeken kívül sokféle jelentéstartalom párosulhat hozzájuk, így befolyásolják a fogyasztó termékkel kapcsolatos általános észlelését. A könnyen azonosítható termékek barátságosabbnak és tipikusabbnak tűnnek , ami növelheti a vásárlás valószínűségét (Garber et al. 2000). Emellett a csomagolás kialakítása során azért is fontos attribútum a szín, mert használatukkal a fogyasztók a termék ízét a színek alapján ítélik meg (Becker et al. 2011), éppen ezért érdemes kitérni a színeknek az ízleléssel és a szaglással való kapcsolatára. ...
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Cikkünkben arra keressük a választ, hogy a csomagolás két marketing funkcióját – a figyelemfelkeltést és beazonosítást – a vizuális elemek közül a szín és forma hogyan látja el. Két termékválasztással egybekötött kérdőíves megkérdezést végeztünk el [n(szín)=100; n(forma)=407], amelynek során bebizonyosodott, hogy mindkét tényező a beazonosításban játszik nagyobb szerepet, míg a figyelemfelkeltés összetettebb folyamat és önmagában sem a szín, sem a forma nem elég hozzá. A termék megfelelő színének és formájának kiválasztása erőteljesen befolyásolja a fogyasztói vásárlási döntést, azonban a megfelelő vizuális inger, egyéni tényezők, márkahűség és fogyasztási gyakorisági változók együttesével érvényesül igazán.
... The third factor, " naturalness, " includes positive loadings for active, curved, organic, and slant and a negative loading for typed. Other studies have more narrowly focused on specific design elements, including color (Garber, Hyatt, and Starr 2000), imagery (Underwood and Klein 2002), shape (Folkes and Matta 2004; Yang and Raghubir 2005), size (Folkes and Matta 2004; Wansink 1996), proportions (Raghubir and Greenleaf 2006), unity, and prototypicality (Veryzer and Hutchinson 1998), but they do not establish links to generic design factors. In summary, the literature reviewed reveals that package design should be studied from a holistic perspective—namely, in terms of higherorder design factors that differentiate generalizable holistic ...
... The design of a package elicits various responses from consumers (for a review, see Bloch 1995). Different from previous work that addresses the aesthetic aspects of design (e.g., Hirschman 1986; Holbrook 1986; Veryzer and Hutchinson 1998) or focuses on global cognitive evaluations and their effects on consumer behavior (e.g., Folkes and Matta 2004; Garber, Burke, and Jones 2000; Rahgubir and Krishna 1993; Schoormans and Robben 1997), our research focuses on generalizable consumer brand impressions inferred from package design. The literature has documented numerous impressions generated by packages, and design has been repeatedly emphasized as an instrument for conveying meaning and generating brand impressions (Aaker 1991; Batra and Homer 2004; Schmitt and Simonson 1995). ...
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This article develops empirically based guidelines to assist managers in selecting or modifying package designs for achieving desired consumer responses. Seven studies identify the key types of package designs, including the factors that differentiate those package designs, and determine how these holistic designs are related to consumer brand impressions. The selection of package designs can be simplified with the use of five holistic types: massive, contrasting, natural, delicate, and nondescript designs. Sincere brands should have natural package designs, exciting brands should have contrasting designs, competent brands should have delicate designs, sophisticated brands should have natural or delicate designs, and rugged brands should have contrasting or massive designs. The authors discuss the potential trade-offs among the impressions created by holistic design types and illustrate their findings with numerous real packages.
... Here, being familiar with an object is tested by evaluating familiarity with the object's characteristics. A similar concept is used in packaging products in boxes with colors assigned to a specific attribute [16]. For example, if a preschooler is familiar with a polycrystalline photovoltaic panel, they would likely choose a blue color for coloring it. ...
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This paper presents a smartphone application game that aims to increase the awareness of preschoolers on renewable energy. The age of the selected preschoolers is in the range of 4-6 years. The game is called DAYSAM, and it aims to increase awareness regarding photovoltaic arrays, wind turbines, mini-hydropower stations, energy efficiency, and risks that polar bears are facing. The game provides two superior features compared to other available games in Arabic language, targeting the same age group. Preschoolers from An-Najah Child Institute are selected to play this game to investigate the impact of this game. The preschoolers’ awareness is tested before and after playing the game using coloring sheets in an unsupervised coloring process. The results show that the proposed game has increased preschooler’s awareness of renewable energy. Before playing the game, none of the preschoolers recognized images like the photovoltaic array or the wind turbine. After playing the game the preschoolers recognized these devices in different situations and shapes. This indicates that such a game can be used as a fun and educational tool in nurseries that have Arabic communication medium to increase awareness of renewable energy.
... It communicates to consumers at the point of sale, thus becoming an essential part of the selling strategy (Prendergast and Pitt, 1996;Rettie and Brewer, 2000;Silayoi and Speece, 2004). In today's increasingly competitive marketplace, package becomes a primary vehicle for communication and branding, particularly in the case of new brand introductions, brand repositioning or extensions, product changes and product categories in which the use of pictures on packages would provide a strategic method of differentiation (Garber et al., 2000). In light of this evidence, an understanding of the impact of package design elements is crucial to enhance point-ofpurchase communication. ...
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Purpose The purpose of this paper is to investigate the influence of different spatial representations (foreground and background) of a product image on the package on the consumer (a) emotional state and (b) intention to buy the product, drawing upon the Construal Level Theory (CLT). Design/methodology/approach Two between-subjects experimental designs were conducted. A face reading software was used to measure the emotional reactions of participants while watching the stimuli. Findings Empirical results showed that the foreground representation of the product, triggered by a lower perceived psychological distance between the subject and the product, generates more positive emotional responses compared to the background representation. However, the purchase intention did not significantly differ between the foreground and the background condition. Research limitations/implications The study enriches the literature on CLT and provides some guidance to manufacturers and product managers for the understanding of the role of packaging in influencing consumer behaviour. Originality/value The paper contributes to the research on the presence of the product imagery on the package. The focus is shifted from the presence/absence of the picture to its position (proximal or distal). This aspect has been neglected in previous studies. Moreover, it is the first application of face reading to support CLT basic assumption and enrich extant marketing research on packaging.
... Typically, studies on consumers are limited to examining behavioural intentions rather than their actual future behaviour because of the complexity in tracking actual purchase behaviour. A contention to support the argument is that intentions should predict subsequent behaviours are put forward by some theoretical researchers (Ajzen & Fishbein, 1980) in the face strong criticisms that intention does not always lead to actual behaviour (Gabler & Jones, 2000;Morwitz & Schmittlein, 1992). However, Ajzen and Fishbein's (1980) assert that choices of intention are relatively accurate predictors of behaviour is affirmed by Fishbein and Manfredo (1992) who contended that when properly measured, corresponding intentions were indeed, precise predictors of most social behaviours. ...
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Medical tourism besides others is one of the recognized new niche tourism products that can contribute the economic development of a country including Malaysia. Despite gradually proliferate in term promotion, there still lack of understanding of core creation processes which are dealing with the pre-stage of information seeking, during experiencing the healthcare treatment and after having the treatment among the international medical tourists. In narrowing the existing study gaps, this paper reviews the information sources, medical provider attributes, satisfactions and behaviour intention and proposed the study framework which showing the connection between those variables.
... For instance, black is widely related to luxury, and green is most often related to organic and ecological products. Colours are also a source of packaging differentiation (Garber, Burke, & Jones, 2000), and have the power to grab consumers' attention (Klimchuk & Krasovec, 2012). Colours have been found to influence (Gao & Xin, 2006) and be systematically related (Levy, 1984) to consumers' emotional responses. ...
... Gegenfurtner et Rieger (2000) affirment ainsi que la couleur est l'une des premières modalités à être traitée dans le cerveau et qu'elle sert à traiter également les informations ayant trait à la forme et aux contrastes, ceci surtout dans les scènes naturelles. En tout état de cause, il est surprenant de constater que s'il existe un corpus important de travaux sur la conception et le design techniques des produits, on recense assez peu d'études sur le packaging ou l'habillage commercial du produit en magasin (Garber, Burke & Jones, 2000). Constat d'autant plus surprenant que les fabricants consacrent près de la moitié des budgets de marque à des efforts de communication dans le point de vente (Drèze, Hoch & Purk, 1994). ...
... When examining consumer response to brand communications, previous international and cross-cultural studies have almost exclusively focused on advertising; in contrast, package design has attracted little attention. Nevertheless, managers and scholars attach significant importance to package design because of its per vasive impact on purchasers, its presence at the crucial moment when the purchase decision is made, and consumers' high level of involvement when they actively scan packages in their decision making (Bloch 1995; Garber, Burke, and Jones 2000; Hertenstein, Platt, and Veryzer 2005; Rettie and Brewer 2000; Schoormans and Robben 1997). Thus, the term "package design" broadly spans engineering-related attributes as well as visual and aesthetic aspects (Bloch 1995). ...
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Following a strategic approach, the authors test a universal model across cultural groups. They propose that consumers infer brand values (i.e., internal, external, and fun and enjoyment values) from packages and form their purchase intentions on the basis of those values. The authors test this proposition on three culturally diverse subsamples who evaluated three fictional brands each for one hedonic product (chocolate) and one utilitarian product (salt). The results indicate that variances in consumers' use of package-evoked brand values are dependent on culture and are specifically driven by consumer values. The decision-making patterns studied seem to be universal in existence but not in relative or absolute importance. The findings underscore the ability of packages to convey meaning in terms of brand values; they also affirm the role of brand values as predictors of consumer purchase intentions depending on cultural groups. The authors conclude by outlining implications for international brand management and research.
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