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Advances in Psychological Science    2020, Vol. 28 Issue (6) : 1015-1028     DOI: 10.3724/SP.J.1042.2020.01015
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The effect of packaging elements on consumers and the underlying mechanisms in marketing
LIU Wumei,MA Zengguang(),YE Furong
School of Management, Lanzhou University, Lanzhou 730000, China
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Abstract  

Packing elements operate to shape the way consumers perceive the environmental stimuli, which can significantly impact their decision-making. We can also categorize packaging elements into verbal and nonverbal package elements. Provided that much attention has been paid to uncovering the effect of nonverbal package elements, the two different types of elements actually affect distinct consumer outcomes. In general, nonverbal package elements are mainly responsible for consumers’ perceptions and emotional preferences, whereas verbal package elements are mainly responsible for consumers’ behavioral responses. Furthermore, the aforementioned effects of the two types of package elements are intervened by various mechanisms including neurophysiology, cognitive processing, transfer of self-control and multisensory interaction. On the other hand, characteristics of environments, products and individuals may alter the effects. Future studies can extend this literature by investigating the effects of these two types of elements on consumers’ awkward feelings, selection of transparent packaging and product appraisals.

Keywords packaging      verbal package elements      nonverbal package elements      underlying mechanisms     
ZTFLH:  B849: F713.55  
Corresponding Authors: Zengguang MA     E-mail: xmgyx1496@163.com
Issue Date: 22 April 2020
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Wumei LIU
Zengguang MA
Furong YE
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Wumei LIU,Zengguang MA,Furong YE. The effect of packaging elements on consumers and the underlying mechanisms in marketing[J]. Advances in Psychological Science, 2020, 28(6): 1015-1028.
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http://journal.psych.ac.cn/xlkxjz/EN/10.3724/SP.J.1042.2020.01015     OR     http://journal.psych.ac.cn/xlkxjz/EN/Y2020/V28/I6/1015
分类依据 作者(年份) 类别 内容
包装设计的特征 Underwood (2003) 结构成分 形状、尺寸、材质
图形成分 颜色、字体、标识
Ampuero & Vila (2006) 结构成分 形状、尺寸、材质
图形成分 颜色、字体、图像、图形形状
信息传递的类型 Silayoi & Speece (2004) 信息元素 产品信息(标签等)、包装工艺(材质等)
视觉元素 图形、颜色、形状、尺寸
Kuvykaite et al. (2009) 语言元素 产品信息、生产者、原产国、品牌
视觉元素 图像、颜色、尺寸、形式、材质
是否包含语言成分 Butkevičienė, Stravinskien & Rūtelionienė (2008) 语言成分 名字、品牌、生产者/国、信息、优惠活动、说明书
非语言成分 颜色、形状、尺寸、图像、材质、意象、气味
  
  
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