Package Design as a Communications Vehicle in Cross-Cultural Values Shopping

Abstract

Following a strategic approach, the authors test a universal model across cultural groups. They propose that consumers infer brand values (i.e., internal, external, and fun and enjoyment values) from packages and form their purchase intentions on the basis of those values. The authors test this proposition on three culturally diverse subsamples who evaluated three fictional brands each for one hedonic product (chocolate) and one utilitarian product (salt). The results indicate that variances in consumers’ use of package-evoked brand values are dependent on culture and are specifically driven by consumer values. The decision-making patterns studied seem to be universal in existence but not in relative or absolute importance. The findings underscore the ability of packages to convey meaning in terms of brand values; they also affirm the role of brand values as predictors of consumer purchase intentions depending on cultural groups. The authors conclude by outlining implications for international brand management and research.

Cross-Cultural Agreement in Perception of Animal Beauty: Boid Snakes Viewed by People from Five Continents

“…Nonetheless, studies on the aesthetics of commercial products often report significant cultural differences (e.g. Limon et al 2009;Pearce et al 2010). Thus, we do not wish to over generalize our results and prefer a more constrained interpretation that humans share a deep rooted emotional concept of animals and follow common cues when judging their aesthetics.…”

“…People across cultures seem to infer values from external features, often applying the rule "what is beautiful is good" (Dion et al 1972), e.g. customers across cultures make assumptions about the nature and quality of products from their packages (Limon et al 2009). Similar perceptual shortcuts seems to apply to our apprehension of other living kinds.…”

Different Effects of Utilitarian and Hedonic Benefits of Retail Food Packaging on Perceived Product Quality and Purchase Intention

“…Empirical studies reveal that product packaging provides product cues to consumers, providing brand identification, (Underwood, 2003), and affects consumers' evaluation of a food product (Underwood & Klein, 2002;Chung et al 2006). The product development viewpoint considers packaging design as a marketing vehicle (Löfgren & Witell, 2005) for consumer communication (Silayoi & Speece, 2007;Limon et al, 2009). Product packaging for the consumer is an important dimension of a brand's image because it is generally the critical point of contact in the shopping encounter.…”

Economic Effects of Product Packaging on Consumer Shopping Behavior: The Case of Lebanon

“…Limon et al [5] worked on the packaging design as a resource for the construction of brand Identity. The result was that there were no meaningful guidelines for developing packaging design, shapes, finishes, sizes, images, colors, impressions, purchase intention, and brand.…”