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Packaging communication: attentional effects of product imagery

Packaging communication: attentional effects of product imagery 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Packaging communication: attentional effects of product imagery

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References (35)

Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420110410531
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Dec 1, 2001

Keywords: Packaging; Consumer behaviour; Marketing

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