Storytelling through packaging - Consumer responses

In marketing practice, brand stories are increasingly appearing on product packages. However, packages differ from ads in significant ways as communication channels; for example, the space for messages on a package is limited by the size of the package.
For her thesis at Hanken School of Economics in Finland, Eeva Solja compared consumer responses to fast-moving consumer good (FMCG) packages with and without short brand stories. The findings show that even a short brand story included on FMCG packaging has a positive impact on consumers’ affective, attitudinal, product value, and behavioral intention responses to the brand. An article about the research is published in Psychology & Marketing.
Click here for an abstract of the article.
Click here for the thesis (4.51 MB).

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