ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2020, Vol. 28 ›› Issue (6): 1015-1028.doi: 10.3724/SP.J.1042.2020.01015

• Regular Articles • Previous Articles    

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


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

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