2024-03-29T00:27:22Zhttps://gredos.usal.es/oai/requestoai:gredos.usal.es:10366/1452092022-02-07T14:44:06Zcom_10366_4074com_10366_4055com_10366_3946com_10366_3823col_10366_4075
Rebollar, Rubén
Gil, Ignacio
Lidón, Iván
Rivera, Sandra
Martín Vallejo, Francisco Javier
Fernández Gómez, María José
2021-02-09T12:24:08Z
2021-02-09T12:24:08Z
2017
Rebollar, R.; Gil, I. [et al.] (2017) How material, visual and verbal cues on packaging influence consumer expectations and willingness to buy: The case of crisps (potato chips) in Spain. Food Research International, 99, pp. 239-246. doi:10.1016/j.foodres.2017.05.024
0963-9969
http://hdl.handle.net/10366/145209
10.1016/j.foodres.2017.05.024
[EN] This paper analyses the influence that certain aspects of packaging design have on the consumer expectations of a series of sensory and non-sensory attributes and on willingness to buy for a bag of crisps in Spain. A two-part experiment was conducted in which 174 people evaluated the attributes for different stimuli using an online survey. In the first part, four stimuli were created in which two factors were varied: the packaging material and the image displayed. Interaction was identified between both factors for the attributes Crunchy, High quality and Artisan. For the attributes Salty, Crunchy and Willingness to buy, the image was the only significant factor, with the image displaying crisps ready for consumption being the only one that obtained higher scores. For the attribute Intense flavour, no statistically significant differences were identified among the stimuli. In general terms, the image displayed on the bag had a greater influence than the material from which the bag was made. In the second part, an analysis was made of the most effective way (visual cues versus verbal cues) to transmit the information that the crisps were fried in olive oil. To this end, two stimuli were designed: one displaying an image of an oil cruet and another with an allusive text. For all the attributes (Intense flavour, Crunchy, Artisan, High quality, Healthy and Willingness to buy), higher scores were obtained with the image than with the text. These results have important implications for crisps producers, marketers and packaging designers.
eng
http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Expectations
Product image
Packaging communication
How material, visual and verbal cues on packaging influence consumer expectations and willingness to buy: The case of crisps (potato chips) in Spain
info:eu-repo/semantics/article