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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

Author

Listed:
  • Fanny Thomas

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Sonia Capelli

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

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.

Suggested Citation

  • Fanny Thomas & Sonia Capelli, 2014. "Pourquoi faire simple quand on peut faire compliqué ? La perception d'un packaging alimentaire en fonction de son niveau de complexité," Post-Print hal-00976038, HAL.
    • Handle: RePEc:hal:journl:hal-00976038
    Note: View the original document on HAL open archive server: https://univ-lyon3.hal.science/hal-00976038
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    File URL: https://univ-lyon3.hal.science/hal-00976038/document
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    References listed on IDEAS

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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. C. Pinson & N. Malhotra & A. Jain, 1988. "Les styles cognitifs des consommateurs," Post-Print hal-02011414, HAL.
    Full references (including those not matched with items on IDEAS)

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