Pourquoi faire simple quand on peut faire compliqué ? La perception d'un packaging alimentaire en fonction de son niveau de complexité
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.
|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|
|Note:||View the original document on HAL open archive server: https://hal-univ-lyon3.archives-ouvertes.fr/hal-00976038|
|Contact details of provider:|| Web page: https://hal.archives-ouvertes.fr/|
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- 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.
- N. Lesca, 2010. "Introduction," Post-Print halshs-00640602, HAL.
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