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Symmetry influences packaging aesthetic evaluation and purchase intention

Author

Listed:
  • Arnaud Bigoin-Gagnan

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Sophie Lacoste-Badie

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

Abstract

PurposeThe purpose of this paper is to examine the influence of the symmetrical disposition of information items displayed on the front of product packaging on perceived complexity, perceptual fluency, aesthetic evaluation and product purchase intention.Design/methodology/approachA sample of 104 participants was exposed to fast-moving consumer goods packaging. A within-subject design experiment was carried out to assess the influence of the symmetrical disposition of information items displayed on the front of the packaging. ANOVA and a PROCESS procedure to assess mediation (Hayes, 2013) examined the relationships among the factors influenced by symmetry.FindingsThis study found that the symmetrical disposition of information items around the vertical axis (mirror symmetry) decreased visual complexity and highlighted an "indirect-only mediation" of visual complexity on the aesthetic evaluation of the packaging through processing fluency. This research also highlighted the fact that packaging aesthetic evaluation had a positive influence on purchase intention.Originality/valueThis study extends knowledge on package design by showing that the elements on which the producer can act (in this case, symmetry on the front of packaging) have an influence on the consumer's evaluation of the product and intention to purchase.

Suggested Citation

  • Arnaud Bigoin-Gagnan & Sophie Lacoste-Badie, 2018. "Symmetry influences packaging aesthetic evaluation and purchase intention," Post-Print halshs-01940835, HAL.
    • Handle: RePEc:hal:journl:halshs-01940835
    DOI: 10.1108/IJRDM-06-2017-0123
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    Citations

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    Cited by:

    1. Ankiel Magdalena & Grzybowska-Brzezińska Mariola, 2020. "Informative Value of Packaging as a Determinant of Food Purchase," Marketing of Scientific and Research Organizations, Sciendo, vol. 36(2), pages 31-44, June.
    2. Ouidade Sabri & Van Doan Hai & Faten Malek & Hager Bachouche, 2019. "When Is Transparent Packaging Beneficial?," Working Papers 2019-006, Department of Research, Ipag Business School.
    3. Charlene Elliott & Emily Truman & Nikki Stephenson, 2022. "Food Marketing and Power: Teen-Identified Indicators of Targeted Food Marketing," IJERPH, MDPI, vol. 19(13), pages 1-13, June.
    4. 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).
    5. Magdalena Ankiel & Bogdan Sojkin & Mariola Grzybowska-Brzezinska, 2020. "Packaging as a Source of Information on the Product in Food Purchasing Decisions: The Case of Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 356-372.
    6. Sophie Lacoste-Badie & Junwei Yu & Olivier Droulers, 2020. "Small change, big change – Increasing attention with product package variations," Post-Print hal-04445762, HAL.
    7. Ankiel Magdalena & Majewska Paulina & Urbaniak Maciej, 2021. "Packaging as a Purchase Determinanton the Dietary Supplement Market in Poland," Marketing of Scientific and Research Organizations, Sciendo, vol. 40(2), pages 23-34, June.
    8. Marjan Shayestefar & Mahdieh Pazhouhanfar & Clarine van Oel & Patrik Grahn, 2022. "Exploring the Influence of the Visual Attributes of Kaplan’s Preference Matrix in the Assessment of Urban Parks: A Discrete Choice Analysis," Sustainability, MDPI, vol. 14(12), pages 1-19, June.

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