营销领域中包装元素对消费者的影响及其内在作用机制

doi:10.3724/SP.J.1042.2020.01015

摘要/Abstract

摘要：

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

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.

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

中图分类号:

B849: F713.55

柳武妹, 马增光, 叶富荣. (2020). 营销领域中包装元素对消费者的影响及其内在作用机制. 心理科学进展 , 28(6), 1015-1028.

LIU Wumei, MA Zengguang, YE Furong. (2020). The effect of packaging elements on consumers and the underlying mechanisms in marketing. Advances in Psychological Science, 28(6), 1015-1028.

图/表 2

参考文献 84

[1]	陈瑞, 郑毓煌 . (2015). 孤独感对不确定消费偏好的影响:新产品、产品包装和概率促销中的表现. 心理学报, 47(8), 1067-1076.
[2]	程大志, 隋光远, 陈春萍 . (2009). 联觉的认知神经机制. 心理科学进展, 17(5), 944-950.
[3]	何琼, 柳武妹, 胡佳彤 . (2018). 消费者尴尬研究回顾、营销应用及未来展望. 外国经济与管理, 40(2), 123-137.
[4]	李东进, 李研, 武瑞娟 . (2013). 产品设计领域的消费者审美体验. 心理科学进展, 21(2), 336-346.
[5]	梁钲浡, 刘杨, 王新阁, 李曙光 . (2016). 情感因素对消费者购买绿色包装产品的影响. 经济研究导刊, (11), 121-125.
[6]	彭聃龄 . (2004). 普通心理学(修订版). 北京师范大学出版社.
[7]	涂阳军, 杨智 . (2013). 包装对食品味觉体验的影响述评及启示. 包装工程, 34(6), 68-72.
[8]	王海忠, 范孝雯, 欧阳建颖 . (2017). 消费者自我构念、独特性需求与品牌标识形状偏好. 心理学报, 49(8), 1113-1124.
[9]	汪旭晖, 聂可昱, 陈荣 . (2017). “解释行为”还是“解释反应”? 怎样的在线评论更有用——基于解释类型的在线评论对消费者购买决策的影响及边界条件. 南开管理评论, 20(4), 27-37.
[10]	文小辉, 刘强, 孙弘进, 张庆林, 尹秦清, 郝明洁, 牟海蓉 . (2009). 多感官线索整合的理论模型. 心理科学进展, 17(4), 659-666.
[11]	杨颖, 朱毅 . (2016). 谁该成为体验型产品网络评论的主角, 图片还是文字?. 心理学报, 48(8), 1026-1036.
[12]	殷融, 苏得权, 叶浩生 . (2013). 具身认知视角下的概念隐喻理论. 心理科学进展, 21(2), 220-234.
[13]	张全成, 赖天豪, 杨宇科, 孙洪杰 . (2017). 消费者的多感觉交互: 表现、形成机制及研究展望. 外国经济与管理, 39(7), 80-90.
[14]	钟科, 王海忠, 杨晨 . (2016). 感官营销研究综述与展望. 外国经济与管理, 38(5), 69-85.
[15]	朱国玮, 陈宁川 . (2016). 包装对食品过量消费的影响述评及启示. 包装工程, (19), 78-83.
[16]	朱丽叶, 袁登华, 张静宜 . (2017). 在线用户评论质量与评论者等级对消费者购买意愿的影响——产品卷入度的调节作用. 管理评论, 29(2), 87-96.
[17]	朱文馨 . (2016). 可口可乐瓶身包装的跨文化营销策略研究. 新闻研究导刊, (13), 304-305.
[18]	Ampuero, O., & Vila, N . (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), 100-112.
[19]	Andrews, J. C., Netemeyer, R. G., & Burton, S . (1998). Consumer generalization of nutrient content claims in advertising. Journal of Marketing, 62(4), 62-75.
[20]	Argo, J. J., & White, K . (2012). When do consumers eat more? The role of appearance self-esteem and food packaging cues. Journal of Marketing, 76(2), 67-80.
[21]	Aydinoğlu, N. Z., & Krishna, A . (2011). Guiltless gluttony: The asymmetric effect of size labels on size perceptions and consumption. Journal of Consumer Research, 37(6), 1095-1112.
[22]	Banks, S . (1950). The measurement of the effect of a new packaging material upon preference and sales. The Journal of Business of the University of Chicago, 23(2), 71-80.
[23]	Becker, L., van Rompay, T. J. L., Schifferstein, H. N. L., & Galetzka, M . (2011). Tough package, strong taste: The influence of packaging design on taste impressions and product evaluations. Food Quality & Preference, 22(1), 17-23.
[24]	Bigoin-Gagnan, A., & Lacoste-Badie, S . (2018). Symmetry influences packaging aesthetic evaluation and purchase intention. International Journal of Retail & Distribution Management, 46(11/12), 1026-1040.
[25]	Butkevičienė, V., Stravinskienė, J., & Rūtelionienė, A . (2008). Impact of consumer package communication on consumer decision making process. Engineering Economics, 56(1), 57-65.
[26]	Cela-Conde, C. J., Marty, G., Maestú, F., Ortiz, T., Munar, E., Fernández, A., ... Quesney, F . (2004). Activation of the prefrontal cortex in the human visual aesthetic perception. Proceedings of the National Academy of Sciences of the United States of America, 101(16), 6321-6325.
[27]	Chandon, P., & Wansink, B . (2007). The biasing health halos of fast-food restaurant health claims: Lower calorie estimates and higher side-dish consumption intentions. Journal of Consumer Research, 34(3), 301-314.
[28]	Cian, L., Krishna, A., & Elder, R. S . (2014). This logo moves me: Dynamic imagery from static images. Journal of Marketing Research, 51(2), 184-197.
[29]	Coles, R., McDowell, D., & Kirwan, M. J . (2003) . Food packaging technology. Boca Raton: CRC Press.
[30]	Dahl, D. W., Manchanda, R. V., & Argo, J. J . (2001). Embarrassment in consumer purchase: The roles of social presence and purchase familiarity. Journal of Consumer Research, 28(3), 473-481.
[31]	Deng, X. Y., & Kahn, B. E . (2009). Is your product on the right side? The “location effect” on perceived product heaviness and package evaluation. Journal of Marketing Research, 46(6), 725-738.
[32]	Deng, X. Y., & Srinivasan, R . (2013). When do transparent packages increase (or decrease) food consumption? Journal of Marketing, 77(4), 104-117.
[33]	Feinberg, M., Willer, R., & Keltner, D . (2012). Flustered and faithful: Embarrassment as a signal of prosociality. Journal of Personalityand Social Psychology, 102(1), 81-97.
[34]	Higgins, E. T . (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1300.
[35]	Honea, H., & Horsky, S . (2012). The power of plain: Intensifying product experience with neutral aesthetic context. Marketing Letters, 23(1), 223-235.
[36]	Inzlicht, M., Schmeichel, B. J., & Macrae, C. N . (2014). Why self-control seems (but may not be) limited. Trends in Cognitive Sciences, 18(3), 127-133.
[37]	Ittersum, K. V., & Wansink, B . (2012). Plate size and color suggestibility: The delboeuf illusion’s bias on serving and eating behavior. Journal of Consumer Research, 39(2), 215-228.
[38]	Karnal, N., Machiels, C. J. A., Orth, U. R., & Mai, R . (2016). Healthy by design, but only when in focus: Communicating non-verbal health cues through symbolic meaning in packaging. Food Quality & Preference, 52, 106-119.
[39]	Ketron, S . (2018). Perceived product sizes in visually complex environments. Journal of Retailing, 94(2), 154-166.
[40]	Koo, J., & Suk, K . (2016). The effect of package shape on calorie estimation. International Journal of Research in Marketing, 33(4), 856-867.
[41]	Krishna, A., Cian, L., & Aydınoğlu, N. Z . (2017). Sensory aspects of package design. Journal of Retailing, 93(1), 43-54. doi: 10.1016/j.jretai.2016.12.002 URL
[42]	Krishna, A., Morrin, M., & Sayin, E . (2014). Smellizing cookies and salivating: A focus on olfactory imagery. Journal of Consumer Research, 41(1), 18-34. doi: 10.1086/674664 URL
[43]	Kuvykaite, R., Dovaliene, A., & Navickiene, L . (2009). Impact of package elements on consumer’s purchase decision. Economics and Management,(14), 441-447.
[44]	Kwan, C. M. C., Dai, X. C., & Wyer, R. S . (2017). Contextual influences on message persuasion: The effect of empty space. Journal of Consumer Research, 44(2), 448-464. doi: 10.1093/jcr/ucx051 URL
[45]	Lee, H., Deng, X. Y., Unnava, H. R., & Fujita, K . (2014). Monochrome forests and colorful trees: The effect of black-and-white versus color imagery on construal level. Journal of Consumer Research, 41(4), 1015-1032. doi: 10.1086/678392 URL
[46]	Lockhart, H. E . (1997). A paradigm for packaging. Packaging Technology and Science: An International Journal, 10(5), 237-252.
[47]	Luffarelli, J., Mukesh, M., & Mahmood, A . (2019). Let the logo do the talking: The influence of logo descriptiveness on brand equity. Journal of Marketing Research, 56(5), 862-878. doi: 10.1177/0022243719845000 URL
[48]	Macaluso, E., & Driver, J . (2005). Multisensory spatial interactions: A window onto functional integration in the human brain. Trends in Neurosciences, 28(5), 264-271.
[49]	MacInnis, D. J., & Jaworski, B. J . (1989). Information processing from advertisements: Toward an integrative framework. Journal of Marketing, 53(4), 1-23. doi: 10.1177/002224298905300101 URL
[50]	Madzharov, A. V., & Block, L. G . (2010). Effects of product unit image on consumption of snack foods. Journal of Consumer Psychology, 20(4), 398-409. doi: 10.1016/j.jcps.2010.06.007 URL
[51]	Maheswaran, D., & Chaiken, S . (1991). Promoting systematic processing in low-motivation settings: Effect of incongruent information on processing and judgment. Journal of Personality & Social Psychology, 61(1):13-25.
[52]	Mai, R., Symmank, C., & Seeberg-Elverfeldt, B . (2016). Light and pale colors in food packaging: When does this package cue signal superior healthiness or inferior tastiness? Journal of Retailing, 92(4), 426-444.
[53]	Masters, T. M., & Mishra, A . (2019). The influence of hero and villain labels on the perception of vice and virtue products. Journal of Consumer Psychology, 29(3), 428-444.
[54]	McDaniel, C., & Baker, R. C . (1977). Convenience food packaging and the perception of product quality. Journal of Marketing, 41(4), 57-58.
[55]	Mehrabian, A., & Russell, J. A . (1974) . An approach to environmental psychology. Cambridge, MA: Mit Press.
[56]	Pallak, S. R . (1983). Salience of a communicator's physical attractiveness and persuasion: A heuristic versus systematic processing interpretation. Social Cognition, 2(2), 158-170.
[57]	Petty, R. E., Cacioppo, J. T., & Goldman, R . (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41(5), 847-855.
[58]	Petty, R. E., Cacioppo, J. T., & Schumann, D . (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
[59]	Piqueras-Fiszman, B., Alcaide-Marzal, J., Roura, E., & Spence, C . (2012). Is it the plate or is it the food? The influence of the color and shape of the plate on the perception of the food placed on it. Food Quality & Preference, 24(1), 205-208.
[60]	Poor, M., Duhachek, A., & Krishnan, H. S . (2013). How images of other consumers influence subsequent taste perceptions. Journal of Marketing, 77(6), 124-139.
[61]	Raghubir, P., & Greenleaf, E. A . (2006). Ratios in proportion: What should the shape of the package be? Journal of Marketing, 70(2), 95-107. doi: 10.1509/jmkg.70.2.095 URL
[62]	Raghubir, P., & Krishna, A . (1999). Vital dimensions in volume perception: Can the eye fool the stomach? Journal of Marketing Research, 36(3), 313-326.
[63]	Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B . (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431-441.
[64]	Rettie, R., & Brewer, C . (2000). The verbal and visual components of package design. Journal of Product & Brand Management, 9(1), 56-70.
[65]	Rolls, B. J., Roe, L. S., Kral, T. V. E., Meengs, J. S., & Wall, D. E . (2004). Increasing the portion size of a packaged snack increases energy intake in men and women. Appetite, 42(1), 63-69. doi: 10.1016/S0195-6663(03)00117-X URL
[66]	Sara, R . (1990). Packaging as a retail marketing tool. International Journal of Physical Distribution & Logistics Management, 20(8), 29-30.
[67]	Schifferstein, H. N. J., Fenko, A., Desmet, P. M. A., Labbe, D., & Martin, N . (2013). Influence of package design on the dynamics of multisensory and emotional food experience. Food Quality & Preference, 27(1), 18-25.
[68]	Schoormans, J. P. L., & Robben, H. S. J . (1997). The effect of new package design on product attention, categorization and evaluation. Journal of Economic Psychology, 18(2-3), 271-287.
[69]	Sevilla, J., & Kahn, B. E . (2014). The completeness heuristic: Product shape completeness influences size perceptions, preference, and consumption. Journal of Marketing Research, 51(1), 57-68.
[70]	Silayoi, P., & Speece, M . (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607-628.
[71]	Sundar, A., & Kellaris, J. J . (2017). How logo colors influence shoppers’ judgments of retailer ethicality: The mediating role of perceived eco-friendliness. Journal of Business Ethics, Forthcoming, 146(3), 685-701.
[72]	Sundar, A., & Noseworthy, T. J . (2014). Place the logo high or low? Using conceptual metaphors of power in packaging design. Journal of Marketing, 78(5), 138-151.
[73]	Underwood, R. L . (2003). The communicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory & Practice, 11(1), 62-76.
[74]	Underwood, R. L., Klein, N. M., & Burke, R. R . (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403-422.
[75]	Vale, R. C. D., Pieters, R., & Zeelenberg, M . (2008). Flying under the radar: Perverse package size effects on consumption self-regulation. Journal of Consumer Research, 35(3), 380-390.
[76]	van der Laan, L. N., de Ridder, D. T. D., Viergever, M. A., & Smeets, P. A. M . (2012). Appearance matters: Neural correlates of food choice and packaging aesthetics. PloS one, 7(7), e41738. doi: 10.1371/journal.pone.0041738 URL
[77]	van Rompay, T. J. L., Fransen, M. L., & Borgelink, B. G. D . (2014). Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation. Marketing Letters, 25(4), 397-407. doi: 10.1007/s11002-013-9260-3 URL
[78]	Vilnai-Yavetz, I., & Koren, R . (2013). Cutting through the clutter: Purchase intentions as a function of packaging instrumentality, aesthetics, and symbolism. The International Review of Retail, Distribution and Consumer Research, 23(4), 394-417.
[79]	Wansink, B . (1996). Can package size accelerate usage volume? Journal of Marketing, 60(3), 1-14.
[80]	Wansink, B., & Ittersum, K. V . (2003). Bottoms up! The influence of elongation on pouring and consumption volume. Journal of Consumer Research, 30(3), 455-463.
[81]	Westerman, S. J., Gardner, P. H., Sutherland, E. J., White, T., Jordan, K., Watts, D., & Wells, S . (2012). Product design: Preference for rounded versus angular design elements. Psychology & Marketing, 29(8), 595-605.
[82]	White, K., Lin, L., Dahl, D. W., & Ritchie, R. J. B . (2016). When do consumers avoid imperfections? Superficial packaging damage as a contamination cue. Journal of Marketing Research, 53(1), 110-123.
[83]	Yan, D. F., Sengupta, J., & Wyer, R. S . (2014). Package size and perceived quality: The intervening role of unit price perceptions. Journal of Consumer Psychology, 24(1), 4-17. doi: 10.1016/j.jcps.2013.08.001 URL
[84]	Yang, S., & Raghubir, P . (2005). Can bottles speak volumes? The effect of package shape on how much to buy. Journal of Retailing, 81(4), 269-281.

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
	Underwood (2003)	图形成分	颜色、字体、标识
	Ampuero & Vila (2006)	结构成分	形状、尺寸、材质
	Ampuero & Vila (2006)	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)
	Silayoi & Speece (2004)	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
	Kuvykaite et al. (2009)	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
是否包含语言成分	Butkevičienė, Stravinskien & Rūtelionienė (2008)	非语言成分	颜色、形状、尺寸、图像、材质、意象、气味

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
	Underwood (2003)	图形成分	颜色、字体、标识
	Ampuero & Vila (2006)	结构成分	形状、尺寸、材质
	Ampuero & Vila (2006)	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)
	Silayoi & Speece (2004)	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
	Kuvykaite et al. (2009)	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
是否包含语言成分	Butkevičienė, Stravinskien & Rūtelionienė (2008)	非语言成分	颜色、形状、尺寸、图像、材质、意象、气味