Healthier cookies12/29/2023 ![]() From the perspective of food marketing, the packaging of a food/drink is, in fact, an essential tool for communicating and promoting a product ( Hawkes, 2010 Küster et al., 2019). Packaging may be regarded as the “visiting card” of a food/drink product, since it is the first element that usually catch a consumer’s attention in, for example, a retail environment, acting as a key interface between brands and consumers. In summary, our results point to how the visual appearance of packaging can be strategically used in order to potentially nudge consumers toward healthier cookie purchase habits. Some particular interactions between these three visual cues were also observed and are discussed as part of the obtained results. opaque) packaging tends to yield higher expectations concerning this product’s quality (i.e., product liking, package liking, greediness), though it has an opposite effect on the expected healthiness for such cookies. absence) of labeling triggered the highest ratings on most assessed dimensions (product quality, healthiness, lightness, sweetness, crumbliness, price, tastiness, greediness for product, product/packaging liking). The results suggest that the presence (vs. A between-participants study was conducted where eight different packages with different combinations of the three aforementioned features were digitally evaluated by the participants. unlabeled) in the expectations associated with dietary cookies when presented in a digital environment. In this study, we assessed the role of different configurations of visual cues commonly present in a product’s packaging (jar vs. Hence, a dietary food/drink properly presented via its packaging in e-commerce is key, for example, to nudge consumers toward healthier purchase habits. 4Centre for Multisensory Marketing, Department of Marketing, BI Norwegian Business School, Oslo, NorwayĪs we tend to consume more and more via e-commerce platforms, the digital version of a dietary product’s package can be one of the most important touchpoints that the consumer has with such product during the purchasing stage of the consumer’s journey.2Department of Economics, Management and Business Law, University of Bari, Bari, Italy.1Universidad de Los Andes School of Management, Bogotá, Colombia.Felipe Reinoso-Carvalho 1*†, Raffaele Campo 2†, Modesto De Luca 3 and Carlos Velasco 4
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