Abstract:PurposeThis paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.Design/methodology/approachTwo studies were conducted systematically with 240 young adults. The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Stu… Show more
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