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Packaging communication: attentional effects of product imagery
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Journal Article
Packaging communication: attentional effects of product imagery
2001
Overview
This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a picture or illustration of the product on the packaging of the product. Empirical results from a virtual reality simulation show that package pictures increase shoppers' attention to the brand. However this effect is contingent, occurring only for low familiarity brands (private-label brands) within product categories that offer a relatively high level of experiential benefits. These results suggest that package pictures may be especially useful for private label brands and or lesser tier national brands whose strategic objectives are to improve consumers' perceptions of the brand and enter the consideration set.
Publisher
MCB UP Ltd,Emerald Group Publishing Limited
Subject
