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Pourquoi faire simple quand on peut faire compliqué ? La perception d'un packaging alimentaire en fonction de son niveau de complexité

Listed author(s):
  • Fanny Thomas


    (Centre de Recherche Magellan - Université Jean Moulin - Lyon III - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Sonia Capelli


    (Centre de Recherche Magellan - Université Jean Moulin - Lyon III - Institut d'Administration des Entreprises (IAE) - Lyon)

Registered author(s):

    This study deals with the impact of a packaging complexity level on food product perceptions. An experimental study is led with 141 respondents, manipulating the packaging simplicity level and a claim addition. The results show that, even if the complex packaging gives yearn for food, it doesn't imply any purchase intent. On the contrary, the simple packaging improves the attitude toward the product and the purchase intent. Moreover, the claim addition is only efficient on the complex packaging.

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    Paper provided by HAL in its series Post-Print with number hal-00976038.

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    Date of creation: 14 May 2014
    Publication status: Published in 30è Congrès International de l'AFM à Montpellier, 14-16 mai 2014, May 2014, Montpellier, France. pp.30è Congrès International de l'AFM, 2014
    Handle: RePEc:hal:journl:hal-00976038
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    1. Carolina Werle & Caroline Cuny, 2012. "The boomerang effect of mandatory sanitary messages to prevent obesity," Marketing Letters, Springer, vol. 23(3), pages 883-891, September.
    2. N. Lesca, 2010. "Introduction," Post-Print halshs-00640602, HAL.
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