IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v64y2022ics0969698921004069.html
   My bibliography  Save this article

Why display motion on packaging? The effect of implied motion on consumer behavior

Author

Listed:
  • Yu, Junwei
  • Droulers, Olivier
  • Lacoste-Badie, Sophie

Abstract

Visual packaging elements play a crucial role in influencing consumer behavior in stores. Front of pack (FOP) formats frequently present images of the product in motion (i.e., implied motion), especially in food categories. Despite the popularity of implied motion in real-world business, little research has been done to understand its effect on consumer behavior. To fill this gap, the present study adopts an evolutionary lens to investigate the impact of implied motion as a packaging design technique on consumers’ attention, product evaluation, purchase intention and choice. We carried out two experiments using realistic milk and orange juice packaging. Specifically, Experiment 1 was conducted in a lab using an eye tracking method to provide an objective measure of attention. The findings show that implied motion significantly increases visual attention and consequently generates more frequent choices. Using an online experimental design and declarative measures, Experiment 2 indicates that implied motion also enhances freshness, which translates into greater tastiness, product attractiveness and, ultimately, purchase intention. The study provides marketers with an inexpensive yet efficient way to enhance in-store marketing performance by incorporating implied motion into the FOP design.

Suggested Citation

  • Yu, Junwei & Droulers, Olivier & Lacoste-Badie, Sophie, 2022. "Why display motion on packaging? The effect of implied motion on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    • Handle: RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921004069
    DOI: 10.1016/j.jretconser.2021.102840
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698921004069
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2021.102840?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Schnurr, Benedikt & Wetzels, Martin, 2020. "The conditional enjoyment-enhancing effect of shipping box aesthetics," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    2. Aradhna Krishna & Maureen Morrin, 2008. "Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 807-818, October.
    3. Krishna, Aradhna & Cian, Luca & Aydınoğlu, Nilüfer Z., 2017. "Sensory Aspects of Package Design," Journal of Retailing, Elsevier, vol. 93(1), pages 43-54.
    4. Pierre Chandon, 2013. "How Package Design and Packaged-based Marketing Claims Lead to Overeating," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 35(1), pages 7-31.
    5. Orth, Ulrich R. & Crouch, Roberta C., 2014. "Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex Contexts," Journal of Retailing, Elsevier, vol. 90(4), pages 524-537.
    6. Atalay , Selin & Onur Bodur , H. & Rasolofoarison , Dina, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," HEC Research Papers Series 978, HEC Paris.
    7. Selin Atalay & H. Onur Bodur & Dina Rasolofoarison, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," Post-Print hal-00758534, HAL.
    8. Togawa, Taku & Park, Jaewoo & Ishii, Hiroaki & Deng, Xiaoyan, 2019. "A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions," Journal of Retailing, Elsevier, vol. 95(4), pages 204-218.
    9. repec:hal:journl:hal-02932115 is not listed on IDEAS
    10. Folkes, Valerie S & Martin, Ingrid M & Gupta, Kamal, 1993. "When to Say When: Effects of Supply on Usage," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 467-477, December.
    11. Milica Mormann & Tom Griffiths & Chris Janiszewski & J. Edward Russo & Anocha Aribarg & Nathaniel J. S. Ashby & Rajesh Bagchi & Sudeep Bhatia & Aleksandra Kovacheva & Martin Meissner & Kellen J. Mrkva, 2020. "Time to pay attention to attention: using attention-based process traces to better understand consumer decision-making," Marketing Letters, Springer, vol. 31(4), pages 381-392, December.
    12. Pelet, Jean-Éric & Durrieu, François & Lick, Erhard, 2020. "Label design of wines sold online: Effects of perceived authenticity on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    13. A. Selin Atalay & H. Onur Bodur & Dina Rasolofoarison, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 848-866.
    14. Saad, Gad, 2020. "The marketing of evolutionary psychology," Journal of Business Research, Elsevier, vol. 120(C), pages 485-491.
    15. Karpinska-Krakowiak, Malgorzata, 2021. "Women are more likely to buy unknown brands than men: The effects of gender and known versus unknown brands on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    16. Olivier Droulers & Bernard Roullet, 2005. "Pharmaceutical Packaging Color and Drug Expectancy," Post-Print halshs-00078563, HAL.
    17. Konuk, Faruk Anıl, 2019. "The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 103-110.
    18. Russo, J Edward & Leclerc, France, 1994. "An Eye-Fixation Analysis of Choice Processes for Consumer Nondurables," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 274-290, September.
    19. Lick, Erhard & König, Bettina & Kpossa, Monyédodo Régis & Buller, Violetta, 2017. "Sensory expectations generated by colours of red wine labels," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 146-158.
    20. Robert E. Krider & Priya Raghubir & Aradhna Krishna, 2001. "Pizzas: p or Square? Psychophysical Biases in Area Comparisons," Marketing Science, INFORMS, vol. 20(4), pages 405-425, March.
    21. Lee, Sean & Sung, Billy & Phau, Ian & Lim, Aaron, 2019. "Communicating authenticity in packaging of Korean cosmetics," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 202-214.
    22. Otterbring, Tobias & Wästlund, Erik & Gustafsson, Anders & Shams, Poja, 2014. "Vision (im)possible? The effects of in-store signage on customers’ visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 676-684.
    23. Clement, Jesper & Kristensen, Tore & Grønhaug, Kjell, 2013. "Understanding consumers' in-store visual perception: The influence of package design features on visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 234-239.
    24. Clement, Jesper & Aastrup, Jesper & Charlotte Forsberg, Signe, 2015. "Decisive visual saliency and consumers׳ in-store decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 187-194.
    25. Pierre Chandon, 2013. "How Package Design and Packaged-based Marketing Claims Lead to Overeating," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 35(1), pages 7-31.
    26. Li Wang & Sarah Gillis-Smith & Yueqing Peng & Juen Zhang & Xiaoke Chen & C. Daniel Salzman & Nicholas J. P. Ryba & Charles S. Zuker, 2018. "The coding of valence and identity in the mammalian taste system," Nature, Nature, vol. 558(7708), pages 127-131, June.
    27. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    28. Bargh, John A, 2002. "Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 280-285, September.
    29. Ralf van der Lans & Rik Pieters & Michel Wedel, 2008. "—Competitive Brand Salience," Marketing Science, INFORMS, vol. 27(5), pages 922-931, 09-10.
    30. Schoormans, Jan P. L. & Robben, Henry S. J., 1997. "The effect of new package design on product attention, categorization and evaluation," Journal of Economic Psychology, Elsevier, vol. 18(2-3), pages 271-287, April.
    31. Benedikt Schnurr & Alexandra Brunner-Sperdin & Nicola E. Stokburger-Sauer, 2017. "The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity," Marketing Letters, Springer, vol. 28(2), pages 241-253, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tan, Fuqiang & Li, Xi & Agarwal, Reeti & Joshi, Yatish & Yaqub, Muhammad Zafar, 2024. "Does multilingual packaging influence purchasing in retail segment? Evidence from multiple experiments," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Rizzi, Francesco & Gigliotti, Marina & Runfola, Andrea & Ferrucci, Luca, 2022. "Don't miss the boat when consumers are in-store! Exploring the use of point-of-purchase displays to promote green and non-green products," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Fennell, Patrick B. & Schneider, Gustavo, 2023. "The influence of visually dynamic imagery on purchase intentions: The roles of arousal and lay rationalism," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. repec:hal:journl:hal-03512772 is not listed on IDEAS
    2. Huddleston, Patricia T. & Behe, Bridget K. & Driesener, Carl & Minahan, S., 2018. "Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 85-93.
    3. Lacoste-Badie, Sophie & Gagnan, Arnaud Bigoin & Droulers, Olivier, 2020. "Front of pack symmetry influences visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Roose, Gudrun & Vermeir, Iris, 2023. "Putting spatial product presentation cues on the map: Review and research directions," Journal of Business Research, Elsevier, vol. 155(PA).
    5. Husić-Mehmedović, Melika & Omeragić, Ismir & Batagelj, Zenel & Kolar, Tomaž, 2017. "Seeing is not necessarily liking: Advancing research on package design with eye-tracking," Journal of Business Research, Elsevier, vol. 80(C), pages 145-154.
    6. Huang, Bo & Juaneda, Carolane & Sénécal, Sylvain & Léger, Pierre-Majorique, 2021. "“Now You See Me”: The Attention-Grabbing Effect of Product Similarity and Proximity in Online Shopping," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 1-10.
    7. Gupta, Shipra & Coskun, Merve, 2021. "The influence of human crowding and store messiness on consumer purchase intention– the role of contamination and scarcity perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    8. Debra Riley & Peter Martins da Silva & Sabrina Behr, 2015. "The Impact of Packaging Design on Health Product Perceptions," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 81-89, July.
    9. Yegyu Han & Mario Pandelaere, 2021. "All that glitters is not gold: when glossy packaging hurts brand trust," Marketing Letters, Springer, vol. 32(2), pages 191-202, June.
    10. Togawa, Taku & Park, Jaewoo & Ishii, Hiroaki & Deng, Xiaoyan, 2019. "A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions," Journal of Retailing, Elsevier, vol. 95(4), pages 204-218.
    11. Kahn, Barbara E., 2017. "Using Visual Design to Improve Customer Perceptions of Online Assortments," Journal of Retailing, Elsevier, vol. 93(1), pages 29-42.
    12. Michel Wedel & Rik Pieters & Ralf Lans, 2023. "Modeling Eye Movements During Decision Making: A Review," Psychometrika, Springer;The Psychometric Society, vol. 88(2), pages 697-729, June.
    13. Orquin, Jacob L. & Bagger, Martin P. & Lahm, Erik S. & Grunert, Klaus G. & Scholderer, Joachim, 2020. "The visual ecology of product packaging and its effects on consumer attention," Journal of Business Research, Elsevier, vol. 111(C), pages 187-195.
    14. Milica Mormann & Tom Griffiths & Chris Janiszewski & J. Edward Russo & Anocha Aribarg & Nathaniel J. S. Ashby & Rajesh Bagchi & Sudeep Bhatia & Aleksandra Kovacheva & Martin Meissner & Kellen J. Mrkva, 2020. "Time to pay attention to attention: using attention-based process traces to better understand consumer decision-making," Marketing Letters, Springer, vol. 31(4), pages 381-392, December.
    15. Martinovici, A., 2019. "Revealing attention - how eye movements predict brand choice and moment of choice," Other publications TiSEM 7dca38a5-9f78-4aee-bd81-c, Tilburg University, School of Economics and Management.
    16. Orth, Ulrich R. & Crouch, Roberta C., 2014. "Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex Contexts," Journal of Retailing, Elsevier, vol. 90(4), pages 524-537.
    17. Zuschke, Nick, 2020. "The impact of task complexity and task motivation on in-store marketing effectiveness: An eye tracking analysis," Journal of Business Research, Elsevier, vol. 116(C), pages 337-350.
    18. Dellaert, B.G.C. & Johnson, E.J. & Baker, T., 2019. "Choice Architecture for Healthier Insurance Choices: Ordering and Partitioning Can Improve Decisions," ERIM Report Series Research in Management ERS-2019-008-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    19. Iana A. Castro & Anuja Majmundar & Christine B. Williams & Barbara Baquero, 2018. "Customer Purchase Intentions and Choice in Food Retail Environments: A Scoping Review," IJERPH, MDPI, vol. 15(11), pages 1-19, November.
    20. Myers, Susan D. & Deitz, George D. & Huhmann, Bruce A. & Jha, Subhash & Tatara, Jennifer H., 2020. "An eye-tracking study of attention to brand-identifying content and recall of taboo advertising," Journal of Business Research, Elsevier, vol. 111(C), pages 176-186.
    21. repec:cup:judgdm:v:10:y:2015:i:2:p:172-184 is not listed on IDEAS
    22. Nicole A Thomas & Rebekah Manning & Elizabeth J Saccone, 2019. "Left-handers know what’s left is right: Handedness and object affordance," PLOS ONE, Public Library of Science, vol. 14(7), pages 1-20, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921004069. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.