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Commercial versus technical cues to position a new product: Do hedonic and functional/healthy packages differ?

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  • Vila-López, Natalia
  • Küster-Boluda, Inés

Abstract

Packaging attributes can be classified into two main blocks: visual/commercial attributes and informational/technical ones. In this framework, our objectives are: (i) to compare if both kinds of attributes lead to equal responses (consumers' attitudes improvement and product trial) and (ii) to compare if they work equally when a hedonic or a healthy new product is launched into the young market.

Suggested Citation

  • Vila-López, Natalia & Küster-Boluda, Inés, 2018. "Commercial versus technical cues to position a new product: Do hedonic and functional/healthy packages differ?," Social Science & Medicine, Elsevier, vol. 198(C), pages 85-94.
    • Handle: RePEc:eee:socmed:v:198:y:2018:i:c:p:85-94
    DOI: 10.1016/j.socscimed.2017.12.018
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    References listed on IDEAS

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