Atypical food packaging affects impact of product claims

Atypical food packaging draws attention in the retail environment, and therefore increases product salience. Researchers at the Amsterdam School of Communication Research NL focused on how atypical packaging affects the persuasive impact of other food information.
They found that atypical shaped packaging design enhanced cognitive processing, which in turn decreased the persuasive impact of weak claims on willingness to pay, and increased the persuasive impact of strong product claims on quality judgment. Furthermore, product knowledge improved when packaging design was atypical, through increased processing. An article about the research is published in Food Quality and Preference.
Click here for an abstract of the article.

If you have any questions about this subject, please contact us: info@nvc.nl, +31-(0)182-512411. This item is also included in our monthly overview, the NVC Members-only Update.