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- W2775556555 abstract "Packaging attributes can be classified into two main blocks: visual/commercial attributes and informational/technical ones. In this framework, our objectives are: (i) to compare if both kinds of attributes lead to equal responses (consumers' attitudes improvement and product trial) and (ii) to compare if they work equally when a hedonic or a healthy new product is launched into the young market. An experimental design was defined to reach both objectives. Two packaging attributes were manipulated orthogonally to introduce greater variation in people's perceptions: a visual cue (the color) and an informative cue (the claim/label). A third variable was introduced: hedonic (candy bars) versus functional/healthy products (juice with fruit and milk). In a laboratory, 300 young consumers chose and evaluated one of the different packages that were simulated (using different colors and labels). Our results show that both kinds of attributes are significant, but visual cues were more strongly associated with young consumers' positive attitudes towards the product and their intention to buy than technical cues. Results do not differ between the product categories.7." @default.
- W2775556555 created "2017-12-22" @default.
- W2775556555 creator A5024351404 @default.
- W2775556555 creator A5055899439 @default.
- W2775556555 date "2018-02-01" @default.
- W2775556555 modified "2023-09-24" @default.
- W2775556555 title "Commercial versus technical cues to position a new product: Do hedonic and functional/healthy packages differ?" @default.
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- W2775556555 doi "https://doi.org/10.1016/j.socscimed.2017.12.018" @default.
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