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Pubmed for Handhelds

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  • Title: Signalling product healthiness through symbolic package cues: Effects of package shape and goal congruence on consumer behaviour.
    Author: van Ooijen I, Fransen ML, Verlegh PWJ, Smit EG.
    Journal: Appetite; 2017 Feb 01; 109():73-82. PubMed ID: 27866987.
    Abstract:
    Three studies show that product packaging shape serves as a cue that communicates healthiness of food products. Inspired by embodiment accounts, we show that packaging that simulates a slim body shape acts as a symbolic cue for product healthiness (e.g., low in calories), as opposed to packaging that simulates a wide body shape. Furthermore, we show that the effect of slim package shape on consumer behaviour is goal dependent. Whereas simulation of a slim (vs. wide) body shape increases choice likelihood and product attitude when consumers have a health-relevant shopping goal, packaging shape does not affect these outcomes when consumers have a hedonic shopping goal. In Study 3, we adopt a realistic shopping paradigm using a shelf with authentic products, and find that a slim (as opposed to wide) package shape increases on-shelf product recognition and increases product attitude for healthy products. We discuss results and implications regarding product positioning and the packaging design process.
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