What’s in a name? The effects of sound symbolism and package shape on consumer responses to food products

Fenko, Anna; Lotterman, Henriët; Galetzka, Mirjam

doi:10.1016/j.foodqual.2016.02.021

Cited by 69 publications

(68 citation statements)

References 53 publications

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“…It was hypothesized that rounded packaging would be perceived as having less healthy products than angular packaging (H5), because we expected that it would have been more related to the sweet taste in the first experiment. In the second experiment, angular packaging was expected to contain a healthier product than the rounded packaging, corroborating with findings by Fenko et al (). In the first experiment, the angular‐shaped packaging was related to the sweet taste.…”

Section: Discussionsupporting

confidence: 90%

“…We also indicated that packaging colour would have an effect on the evaluation of how healthy the cookies appeared to be, because these products in blue‐to‐green packaging would be perceived to be healthier than those in red‐to‐yellow packaging (H6) (Fenko et al, ; Tijssen et al, ). Differently from the expected result, packaging designed in red‐to‐yellow colour scheme showed higher averages of expected healthiness, despite the product category.…”

Section: Discussionmentioning

confidence: 95%

“…Six additional new items were also added to this experiment in order to evaluate the expected healthiness of the contents of the packaging. The latter items were adapted from Fenko et al () study:

I expect this product to be healthy; I would consider this product as good for me; The product looks healthy; This product looks low on calories; I have an impression that this product is healthy; This cookie seems to be healthier than other similar cookies.…”

Section: Methodsmentioning

confidence: 99%

“…Therefore, (H3) packaging colour will influence preference (willingness to buy the product, how much the packaging attracts the consumer's attention and the pleasantness of the design), with red‐to‐yellow packaging being preferred over the blue‐to‐green and greyscale packaging. Additionally, packaging colour will present an influence on taste associations, because hues tend to be attached with specific tastes, with red‐to‐yellow evoking more associations to the sweet taste than the packaging in other colours palates (H4) (see also Saluja & Stevenson, ). Angular‐shaped packaging is associated with healthy products (Fenko et al, ). Sweet food is usually seen as less healthy than food with other tastes, such as salty and bitter.…”

Section: Literature Review and Hypothesismentioning

confidence: 99%

“…Several consumer studies have focused on design elements of product packaging, such as shape and colour, in order to try to positively influence the consumers’ expectations/experience of a given product (e.g., Fenko, Lotterman, & Galetzka, ; Rebollar, Lidón, Serrano, Martín, & Fernández, ; Tijssen, Zandstra, Graaf, & Jager, ; Velasco, Salgado‐Montejo, Marmolejo‐Ramos, & Spence, ; Westerman et al, ). This study contributes to the existing literature by simultaneously manipulating packaging shape, packaging colour and product category.…”

Section: Introductionmentioning

confidence: 99%

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Influences of visual attributes of food packaging on consumer preference and associations with taste and healthiness

Rosa

Spence

Tonetto

2018

Int J Consumer Studies

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Two experiments designed to investigate how the shape and colour of packaging, and product category, conjointly impact consumers’ product and packaging expectations are reported. In Experiment 1, the shape (rounded vs. angular) and visual appearance (greyscale, red‐to‐yellow and blue‐to‐green colour schemes) of the packaging were manipulated. Dependent measures were preference (willingness to purchase the product, how attention‐capturing the packaging is, and the pleasantness of the design) and any taste associations. In Experiment 2, shape (rounded vs. angular), colour (red‐to‐yellow vs. blue‐to‐green colour schemes), and product category (buttery vs. cereal cookies) were manipulated. In this case, the dependent measures were the perceived product healthiness and the preference of consumers. The results of Experiment 1 revealed that packaging colour influenced product preference. Red‐to‐yellow and blue‐to‐green colour schemes and angular packaging were preferred over greyscale and round packaging. Colour also influenced taste associations, while shape only influenced ratings of expected sweetness. In Experiment 2, packaging shape and product category influenced product preference. In particular, rounded packaging and the packaging of buttery cookies were preferred over angular packaging and the cereal cookies packaging. The healthiness of the product was rated higher for the rounded and red‐to‐yellow packaging containing a buttery product. Taken together, these results highlight the important role played by colour, shape, and category on the expectations and associations elicited by viewing product packaging.

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Section: Discussionsupporting

confidence: 90%

Section: Discussionmentioning

confidence: 95%

Section: Methodsmentioning

confidence: 99%

Section: Literature Review and Hypothesismentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Influences of visual attributes of food packaging on consumer preference and associations with taste and healthiness

Rosa

Spence

Tonetto

2018

Int J Consumer Studies

View full text Add to dashboard Cite

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Consumer response to brand involved in food safety scandal: An exploratory study based on a recent scandal in India

Roy

Vijay

Parsad

2017

J of Consumer Behaviour

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This paper focuses on the product-harm oriented brand crisis situation from the perspective of food safety scandal. Food safety scandals cause the deterioration of consumer confidence and thereby affect consumer food choices. However, there exists a lack of studies that examine the consumer response to a brand involved in a food safety scandal. The main research questions addressed are (a) to explicate a detailed mechanism of the consumer response towards a brand involved in food safety scandal and (b) what prompts a consumer to trust the faulty brand again.Further, this study presents empirical contextualization from a real brand-specific food safety scandal, the 2015 monosodium glutamate scandal of Nestlé Maggi noodles in India. The study is based on 308 Indian consumers and employs structural equation modeling to analyze the data.The results show that the emotional attachment with the brand forms the basis of the restoration of brand trust by enhancing the authenticity perception of the brand among consumers. This, in turn, forms the basis for the enhancement of healthiness perception of ingredients in order to restore the purchase intention and mitigate blame attribution among consumers. The results are further analyzed from the brand perspective to outline critical implications toward food brand crisis management. This study is among the initial studies to focus on the aftermath of food safety scandals from the brand and consumer perspective. (Zou & Li, 2016). In this paper, we focus upon the specific brand crisis wherein the product is found to be dangerous and/or defective (Dawar & Lei, 2009). Commonly referred to as the productharm crisis situation, a great need is often felt to understand the consumer evaluations towards a faulty brand (Gao, Knight, Zhang, & Mather, 2013). This understanding is especially helpful in guiding crisis management and risk analysis (Dutta & Pullig, 2011). Further, in this paper, we seek an empirical contextualization of the product-harm crisis situation in the food industry.As recurring events in the food industry, food safety scandals trigger overwhelming reactions towards food safety (see Bánáti, 2011). the finer nature of the crisis management approach to be undertaken by the faulty brand. As such, only Falkheimer and Heide (2015) present grained empirical insights on crisis management. Apart from rectifying the flaws erupted in the scandal, the authors further outline the significance of denial and blame shifting towards suppliers as an important intrinsic aspect to govern the redemption. In order to address these concerns, we develop an exploratory framework for the evaluation of the consumer response to a brand involved in food safety scandal.We further seek an empirical contextualization from the 2015 monosodium glutamate (MSG) scandal of Nestlé Maggi noodles inIndia. This is a well-known product-harm crisis that was spread throughout India and witnessed overwhelmingly negative reactions from consumers towards the brand and food safety. In this food safety sca...

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Implicit communication of food product healthfulness through package design: A content analysis

Festila

Chrysochou

2018

J of Consumer Behaviour

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How do food companies use package design to communicate healthfulness? The present study addresses this question by investigating the most typical implicit package design elements used by food companies for their health‐positioned food products. Using a content analysis on the packaging design of 12 food product categories across two countries (Denmark and the United States), our findings indicate that (a) implicit package design elements (colors, imagery, material, and shape) differ between health‐positioned and regular products, and (b) these differences are product category specific rather than universal. Our results contribute to knowledge on how package design is used as a health communication tool.

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What’s in a name? The effects of sound symbolism and package shape on consumer responses to food products

Cited by 69 publications

References 53 publications

Influences of visual attributes of food packaging on consumer preference and associations with taste and healthiness

Influences of visual attributes of food packaging on consumer preference and associations with taste and healthiness

Consumer response to brand involved in food safety scandal: An exploratory study based on a recent scandal in India

Implicit communication of food product healthfulness through package design: A content analysis

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