ISSN 1671-3710
CN 11-4766/R

心理科学进展 ›› 2020, Vol. 28 ›› Issue (6): 1015-1028.doi: 10.3724/SP.J.1042.2020.01015

• 研究前沿 • 上一篇    


柳武妹, 马增光(), 叶富荣   

  1. 兰州大学管理学院, 兰州 730000
  • 收稿日期:2019-05-16 出版日期:2020-06-15 发布日期:2020-04-22
  • 通讯作者: 马增光
  • 基金资助:
    * 国家自然科学基金面上项目(71972092);国家自然科学基金重点项目(71832015);国家自然科学基金重点项目(71832010);中央高校基本科研业务费专项资金项目(人文社科类)(2020jbkyt d003)

The effect of packaging elements on consumers and the underlying mechanisms in marketing

LIU Wumei, MA Zengguang(), YE Furong   

  1. School of Management, Lanzhou University, Lanzhou 730000, China
  • Received:2019-05-16 Online:2020-06-15 Published:2020-04-22
  • Contact: MA Zengguang


包装上的元素信息是消费者感知环境刺激的重要来源, 能对消费者决策产生重要影响。包装元素可分为非语言型包装元素和语言型包装元素两类, 它们对消费者有不同的影响。总体而言, 非语言型包装元素主要影响消费者的感知和情感偏好, 而语言型包装元素更多影响消费者的行为倾向和行为结果。同时, 两类包装元素对消费者产生影响的内在机制可从神经生理机制、认知加工机制、自我控制的转移和多感官交互几方面进行讨论。此外, 两类包装元素对消费者的影响还会受到环境特征、产品特征以及消费者个体特征的调节。未来研究可进一步探讨两类包装元素对消费者尴尬情绪、透明包装的选择以及产品评价等结果的影响。

关键词: 包装, 语言型包装元素, 非语言型包装元素, 作用机制


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.

Key words: packaging, verbal package elements, nonverbal package elements, underlying mechanisms