کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5768096 1413213 2017 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
How material, visual and verbal cues on packaging influence consumer expectations and willingness to buy: The case of crisps (potato chips) in Spain
ترجمه فارسی عنوان
چگونه نشانه های مواد، بصری و کلامی در بسته بندی، تأثیرات مصرف کنندگان و تمایل به خرید را تحت تاثیر قرار می دهند: مورد چیپس ها (چیپس های سیب زمینی) در اسپانیا
کلمات کلیدی
انتظارات، تصویر محصول ارتباطات بسته بندی،
موضوعات مرتبط
علوم زیستی و بیوفناوری علوم کشاورزی و بیولوژیک دانش تغذیه
چکیده انگلیسی


- The way the product is represented in the image displayed influences expectations.
- When the image shows crisps ready for consumption, willingness to buy increases.
- The bag material has a lesser effect than the way the product image is displayed.
- Additional information is transmitted better through visual than verbal cues.

This paper analyses the influence that certain aspects of packaging design have on the consumer expectations of a series of sensory and non-sensory attributes and on willingness to buy for a bag of crisps in Spain. A two-part experiment was conducted in which 174 people evaluated the attributes for different stimuli using an online survey. In the first part, four stimuli were created in which two factors were varied: the packaging material and the image displayed. Interaction was identified between both factors for the attributes Crunchy, High quality and Artisan. For the attributes Salty, Crunchy and Willingness to buy, the image was the only significant factor, with the image displaying crisps ready for consumption being the only one that obtained higher scores. For the attribute Intense flavour, no statistically significant differences were identified among the stimuli. In general terms, the image displayed on the bag had a greater influence than the material from which the bag was made. In the second part, an analysis was made of the most effective way (visual cues versus verbal cues) to transmit the information that the crisps were fried in olive oil. To this end, two stimuli were designed: one displaying an image of an oil cruet and another with an allusive text. For all the attributes (Intense flavour, Crunchy, Artisan, High quality, Healthy and Willingness to buy), higher scores were obtained with the image than with the text. These results have important implications for crisps producers, marketers and packaging designers.

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ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Food Research International - Volume 99, Part 1, September 2017, Pages 239-246
نویسندگان
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