Persuasive packaging? The impact of packaging color and claims on young consumers’ perceptions of product healthiness, sustainability and tastiness

Hallez, Lotte; Vansteenbeeck, Helena; Boen, Filip; Smits, Tim

doi:10.1016/j.appet.2022.106433

Cited by 26 publications

(20 citation statements)

References 52 publications

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“…The characteristic anthocyanins in black wheat may also increase darkness. Flour of Yunhei 14207 may gain popularity among modern consumers, given the association of light blue color with warmth, healthiness, and sustainability (Hallez et al., 2023).…”

Section: Resultsmentioning

confidence: 99%

Comparative study on nutritional and technological properties of two varieties of black wheat flour and their noodle‐making potential

Li,

Wang,

Niu

et al. 2023

Journal of Food Science

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Comparative studies were conducted on physicochemical and technological properties of two black wheat (BW) varieties (cultivated in Shanxi Agricultural University) and their noodle‐making potential. Whole‐grain BW noodles showed acceptable cooking loss (≤10%) and strong antioxidant capacity. However, their textural quality remains to be enhanced. Regarding refined flour (RF) of the two BW varieties, Yunhei 14207 showed more anthocyanins, brighter color, and greater thermal stability (as reflected by the higher pasting temperature). 16W16 resulted in greater gluten content and better gluten quality of flour and higher dough stability, which contributed to the lower cooking loss and stronger tensile property of noodles. RF noodles of Yunhei 14207 displayed brighter appearance, although they had weaker tensile property. The stronger gluten network in noodles of 16W16 protected phenolics from release and degradation during drying, cooking, and steaming. Despite phenolics loss, RF noodles of Yunhei 14207 showed antioxidant capacity up to 14.97 mg TE/100 g. This research would promote understanding of characteristics of BW varieties. Considering the stronger gluten network of 16W16, its fortification in common wheat noodles at high proportion (>50%) may be promising to develop antioxidant noodles with further improved sensory quality.

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Section: Resultsmentioning

confidence: 99%

Comparative study on nutritional and technological properties of two varieties of black wheat flour and their noodle‐making potential

Li,

Wang,

Niu

et al. 2023

Journal of Food Science

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“…The media categories 3-6 were selected to depict maximum diversity of social marketing, public information, media advocacy and public policy campaigns launched across U.S. geographic locations, and depicted racial, ethnic and gender diversity [28]. We developed an initial list of codes using preexisting categories of visual elements found in advertising and social marketing research for composition (i.e., image, slogan, setting and colors) [19,29,[51][52][53][54][55]. Then, we conducted a latent analysis to determine the implied meaning using emergent codes generated from the media content [37,47].…”

Section: Coding Methodologymentioning

confidence: 99%

“…Taglines and slogans are "phrases singled out for emphasis in advertisements" that seek to communicate a brand's distinctive identity, establish an emotional connection and reflect a need or benefit [16]. Taglines and slogans emphasize one or more textual messages and are often combined with graphics (i.e., images, colors, culturally relevant symbols and icons) or audio (i.e., jingles or music) to build brand awareness, memorability, trust and loyalty to influence a target audience's knowledge, attitudes, beliefs, intentions, values and behaviors [17][18][19][20][21][22][23].…”

Section: Persuasive Communications Used In Media Campaignsmentioning

confidence: 99%

A Content Analysis of Persuasive Appeals Used in Media Campaigns to Encourage and Discourage Sugary Beverages and Water in the United States

Kraak,

Holz,

Woods

et al. 2023

IJERPH

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The frequent consumption of sugary beverages is associated with many health risks. This study examined how persuasive appeals and graphics were used in different media campaigns to encourage and discourage sugary beverages and water in the United States (U.S.) The investigators developed a codebook, protocol and systematic process to conduct a qualitative content analysis for 280 media campaigns organized into a typology with six categories. SPSS version 28.0 was used to analyze rational and emotional appeals (i.e., positive, negative, coactive) for campaign slogans, taglines and graphic images (i.e., symbols, colors, audiences) for 60 unique campaigns across the typology. Results showed that positive emotional appeals were used more to promote sugary beverages in corporate advertising and marketing (64.7%) and social responsibility campaigns (68.8%), and less to encourage water in social marketing campaigns (30%). In contrast, public awareness campaigns used negative emotional appeals (48.1%), and advocacy campaigns combined rational (30%) and emotional positive (50%) and negative appeals (30%). Public policy campaigns used rational (82.6%) and positive emotional appeals (73.9%) to motivate support or opposition for sugary beverage tax legislation. Chi-square analyses assessed the relationships between the U.S. media campaign typology categories and graphic elements that revealed three variables with significant associations between the campaign typology and race/ethnicity (χ2(103) = 32.445, p = 0.039), content (χ2(103) = 70.760, p < 0.001) and product image (χ2(103) = 11.930, p = 0.036). Future research should examine how positive persuasive appeals in text and graphics can promote water to reduce sugary beverage health risks.

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“…(1) This study innovatively introduces the concept of visual crowding in psychology into packaging research. Previous scholars have either studied consumers' buying intention from a single element of packaging (Argo and White, 2012; Mai et al ., 2016; Lotte et al ., 2023) or used the term “white space” to discuss the impact of aesthetic design of packaging on consumers (Pracejus et al ., 2006; Kwan et al ., 2017; Wu, 2018). While less white space may lead to visual crowding, visual crowding is not the same as less white space.…”

Section: Introductionmentioning

confidence: 99%

“…With the development of economy and the progress of marketing, packaging has become an important way to promote products (Jacoby et al ., 1974; Lotte et al ., 2023). It is also an important source for consumers to obtain product information (McDaniel and Baker, 1977).…”

Section: Introductionmentioning

confidence: 99%

Effect of visual crowding in packaging on consumers' buying intention

2023

APJML

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PurposeBased on the construal level theory, the purpose of this study is to prove the effect of interaction between construal level and visual crowding on consumers' buying intention. The study tries to explain the reasons behind the different buying intention toward visual crowding among consumers with different construal level.Design/methodology/approachThis study was conducted through two situational simulation experiments. The main data analysis methods are ANOVA and bootstrap analysis.Findings(1) the matching of construal level and visual crowding has a significant effect on consumers’ buying intention. (2) Perceptual fluency mediates the interaction between the construal level and visual crowding on buying intention.Research limitations/implicationsThis study measures consumers' buying intention through situational experiments but does not measure consumers' buying behavior through real scenarios.Practical implicationsAccording to the study conclusions, consumers prefer visually crowded packaging that matches their construal level. Enterprises should consider the impact of the construal level on the effect of packaging stimulation.Social implicationsThis study enriches the theory related to construal level and highlights the mediating role of perceptual fluency. The addition of perceptual fluency explains the mechanism by which visual crowding affects consumers' buying intention. This extends the research on the antecedents and effects of perceptual fluency.Originality/valueThis study innovatively introduces visual crowding into packaging and matches visual crowding to construal level, explaining why different consumers buy different visually crowded packaging.

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Persuasive packaging? The impact of packaging color and claims on young consumers’ perceptions of product healthiness, sustainability and tastiness

Cited by 26 publications

References 52 publications

Comparative study on nutritional and technological properties of two varieties of black wheat flour and their noodle‐making potential

Comparative study on nutritional and technological properties of two varieties of black wheat flour and their noodle‐making potential

A Content Analysis of Persuasive Appeals Used in Media Campaigns to Encourage and Discourage Sugary Beverages and Water in the United States

Effect of visual crowding in packaging on consumers' buying intention

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