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Verticality in product labels and shelves as a metaphorical cue to quality

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  • Machiels, Casparus J.A.
  • Orth, Ulrich R.

Abstract

This study investigates how subtle visual cues related to the design of a product's package (i.e., label position) and the context (i.e., shelf orientation) influence consumer evaluation and behavioral intention. Extending research on metaphorical cues, Study 1 shows that consumers perceive a product as more powerful when the label on the package is placed in a higher (vs. lower) vertical position. Extending the focus from package design to the display context of packages, Study 2 shows that consumer perception of a product's power is similarly enhanced when the package is placed on a shelf that is vertically (vs. horizontally) orientated. Across both studies effects of enhanced power perception extend to positively influence product quality inferences and behavioral intentions. These findings add to current knowledge on metaphorical cues in package design and the package's presentation context and offer insights into the underlying mechanism.

Suggested Citation

  • Machiels, Casparus J.A. & Orth, Ulrich R., 2017. "Verticality in product labels and shelves as a metaphorical cue to quality," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 195-203.
    • Handle: RePEc:eee:joreco:v:37:y:2017:i:c:p:195-203
    DOI: 10.1016/j.jretconser.2017.02.009
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    8. Ouidade Sabri & Van Doan Hai & Faten Malek & Hager Bachouche, 2019. "When Is Transparent Packaging Beneficial?," Working Papers 2019-006, Department of Research, Ipag Business School.
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