Which aesthetics works, classical or expressive? How and when aesthetic appearance enhances green consumption

He, Lingling; Lin, Miaochan; Liang, Shichang; Geng, Lixiao; Chen, Zongshu

doi:10.1108/apjml-12-2023-1214

Cited by 1 publication

(1 citation statement)

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“…How consumers evaluate cues is largely reliant upon how brands use them to establish links between a product and an association (Woo and Kim, 2022), e.g. health or fun, and aid consumer evaluation of product attributes (He et al, 2024). However, these associations are likely subject to what is presented through front of packaging.…”

Section: Cue Utilization Theorymentioning

confidence: 99%

(Relative) size matters: a content analysis of front-of-packaging cue proportions and hierarchies

Pasquale,

Butcher,

Teah

2024

JPBM

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Purpose Front-of-packaging (FOP) is a critical branding tool that uses “cues” to communicate product attributes and establish distinct brand images. This paper aims to understand how food brands utilize cues and their relative proportions to hierarchically communicate brand image and belonging to particular subcategories. Design/methodology/approach A content analysis is used for analysing 543 food FOPs sold in Australia (breakfast cereals, chips, snack bars). Samples are collected and classified into product sub-categories defined by ingredients, consumer-audience and retail placement. A novel 10 × 10 coding grid is applied to each FOP to objectively analyse cue proportion, with statistical comparison undertaken between sub-categories. Findings Results reveal intrinsic cues are favoured over extrinsic cues, except for those in the eatertainment sub-category. Hierarchies are evidenced that treat product and branding cues as primary, with health cues secondary. Statistically significant differences in cue proportions are consistently evident across breakfast cereals, chips and snack-bar FOPs. Clear differentiation is evidenced through cue proportions on FOP for health/nutrition focused sub-categories and eatertainment foods. Originality/value “Cue utilization theory” research is extended to an evaluation of brand encoding (not consumer decoding). Design conventions reveal how cue proportions establish a dialogue of communicating brand/product image hierarchically, the trade-offs that occur, a “meso-level” to Gestalt theory, and achieving categorization through FOP cue proportions. Deeper understanding of packaging design techniques provides inter-disciplinary insights that extend consumer behaviour, retailing and design scholarship.

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Section: Cue Utilization Theorymentioning

confidence: 99%