Left isn't always right: placement of pictorial and textual package elements

Otterbring, Tobias; Shams, Poja; Wästlund, Erik; Gustafsson, Anders

doi:10.1108/bfj-08-2011-0208

Cited by 36 publications

(27 citation statements)

References 54 publications

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“…[2] The correlation coefficient r represents a small, medium, and large effect size when r = .10, .30, and .50, respectively (Otterbring et al, 2013b;2014a;b).…”

Section: Footnotesmentioning

confidence: 99%

Smile for a while: the effect of employee-displayed smiling on customer affect and satisfaction

Otterbring

2017

JOSM

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PostprintThis is the accepted version of a paper published in Journal of Service Management. This paper has been peer-reviewed but does not include the final publisher proof-corrections or journal pagination. Citation for the original published paper (version of record):Otterbring, T. (2017) Smile for a while: the effect of employee-displayed smiling on customer affect and satisfaction. Journal of Service Management, 28(2): 284-304https://doi.org/10.1108/ JOSM-11-2015-0372 Access to the published version may require subscription. N.B. When citing this work, cite the original published paper. Permanent link to this version:http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-65528 1 Smile for a while: The effect of employee-displayed smiling on customer affect and satisfaction IntroductionThe face is believed to be the primary non-verbal channel for the communication of emotions (Small and Verrochi, 2009), with smiling being the most direct sign of positive emotions (Ekman, 1992). Smiling is a universal display (Darwin, 1872(Darwin, /1965 Ekman and Friesen, 1969; Lau, 1982) and is cross-culturally understood as a sign of happiness and joy (Ekman, 1992).Therefore, there is a very strong agreement (typically above 90 percent) between people from Western and Eastern cultures, independent of their age and gender, in determining whether an individual is happy or not, solely by looking at the individual's face (e.g., Ekman and Friesen, 1971; Ekman et al., 1987). Research also shows that all positive emotions share one single facial expression: a particular type of smile (Ekman, 1993). Thus, unlike many other expressions, smiling represents one of our few basic emotions (Ekman, 1992) and is collectively understood as a sign of friendliness, generosity, and other altruistic behaviors (Brown et al., 2003; Gabriel et al., 2015; Grandey and Gabriel, 2015; Lau, 1982;Mehu et al., 2008).Applied to a consumer context, many retail and service settings explicitly require their employees to offer "service with a smile" (Barger and Grandey, 2006; Beal et al., 2006; Grandey and Gabriel, 2015) and customers associate such behavior with high-quality service (Rafaeli and Sutton, 1987). In their conceptual framework of emotions as part of the work role, Rafaeli and Sutton (1987) argued that positive employee-displayed emotions should result in three different classes of positive outcomes from the organization's perspective:immediate gains (short-term effects such as sales), encore gains (long-term effects such as store loyalty), and contagion gains (long-term effects such as positive word-of-mouth). In support of these claims, positive employee-displayed emotions and behaviors (such as 2 smiling, greeting, expressing gratitude, and establishing eye contact with customers) increase customers' positive affect (Pugh, 2001;Trougakos et al., 2011), time spent in the store (Tsai and Huang, 2002), and actual consumption or tipping behavior (Otterbring et al., 2013a;Tidd and Lockard, 1978). Furthermore, positive employee-displayed emot...

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“…[2] The correlation coefficient r represents a small, medium, and large effect size when r = .10, .30, and .50, respectively (Otterbring et al, 2013b;2014a;b).…”

Section: Footnotesmentioning

confidence: 99%

Smile for a while: the effect of employee-displayed smiling on customer affect and satisfaction

Otterbring

2017

JOSM

Self Cite

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“…Eventually, locations of images or verbal contents of the packages can be manipulated to attain the required users' responses and preferences. Proper placement of verbal and visual elements can be determined by considering the alterity of the brain processing …”

Section: At the Point Of Purchasementioning

confidence: 99%

“…Otterbring et al 88 Proper placement can be determined considering the brain processing of pictures and texts to attain the required responses.…”

Section: Rettie and Brewer 87 Andmentioning

confidence: 99%

“…Proper placement of verbal and visual elements can be determined by considering the alterity of the brain processing. 87,88 With the advancement in information technologies, different labels, tags, signs, and universal product codes (UPCs) can be used to help users. Previous research has shown that placement of such elements has a direct impact on users.…”

Section: Positioning Of Exterior Elementsmentioning

confidence: 99%

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State of the art of user packaging interaction (UPI)

Mumani

Stone

2018

Packag Technol Sci

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User packaging interaction (UPI) has evolved in packaging research because of its importance to users, manufacturers, and designers. A great deal of work addressing problems and suggesting potential improvements has been directed toward UPI. However, this work is not easily accessible to researchers as it lacks a cohesive structure. This paper serves as a platform for UPI researchers by presenting previous work UPI in an organized structure based on stages of interaction. Over 100 articles were reviewed to identify the scope of research in this area and then categorized according to stages of interaction. During the review of more articles, these stages of interaction were modified to ensure that they reflected all the reviewed articles. The review process resulted in the enumeration of the following stages: at point of purchase, checking out, handling, opening, and disposal. The related articles in each category are presented and discussed, and potential future work is presented. The articles were further categorized according to the age and gender of users under test, and packaging and product types considered. The review process has revealed different issues in the current research structure of UPI including the comprehensibility of the conducted research and the distribution of the reviewed articles. On the basis of this review, a model is proposed for improving the UPI by quantitatively evaluating the package design and affordances provided at each interaction stage.

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Section: Positioning Of Exterior Elementsmentioning

confidence: 99%

User-packaging interaction (UPI): A comprehensive research platform and techniques for improvement, evaluation, and design

Mumani

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User packaging interaction (UPI) has evolved in packaging research because of its importance to users, manufacturers and designers. A great deal of work addressing problems and suggesting potential improvements has been directed toward UPI. However, this work is not easily accessible to researchers as it lacks a cohesive structure. This paper serves as a platform for UPI researchers by presenting previous work in the field of UPI in an organized structure based on stages of interaction. Over one hundred articles were reviewed to identify the scope of research in this area and then categorized according to stages of interaction. During the review of more articles, these stages of interaction were modified to ensure that they reflected all the reviewed articles. The review process resulted in the enumeration of the following stages: at point of purchase, checking out, handling, opening, and disposal. The related articles in each category are presented and discussed, and potential future work is presented. The articles were further categorized according to the age and gender of users under test, and packaging and product types considered. The review process has revealed different issues in the current research structure of UPI including the comprehensibility of the conducted research and the distribution of the reviewed articles. Based on this review, a model is proposed 1 The publisher of this journal "Wiley "allows the authors to use the accepted version of the work in their institutional repository. 2 Primary researchers and authors. Graduate student and academic advisor, respectively.

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Left isn't always right: placement of pictorial and textual package elements

Cited by 36 publications

References 54 publications

Smile for a while: the effect of employee-displayed smiling on customer affect and satisfaction

Smile for a while: the effect of employee-displayed smiling on customer affect and satisfaction

State of the art of user packaging interaction (UPI)

User-packaging interaction (UPI): A comprehensive research platform and techniques for improvement, evaluation, and design

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