Titre : |
Effects of schema (in)congruity in package design on customer attitude and purchase intention |
Type de document : |
Mémoire |
Auteurs : |
Benjamin SMOLKA, Auteur |
Année de publication : |
2018 |
Importance : |
24 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management EMBALLAGE ; COMPORTEMENT DU CONSOMMATEUR
|
Résumé : |
Colors on product packaging lead to various expectations about a product’s attributes, such as
taste, target group, and quality. This paper proposes a schema congruity framework analyzing
changes in purchase intention in case of a congruity between label color temperature and the
climate-specific attributes of the country of origin (COO).
A quantitative study was conducted to research the existence of such schema congruity (cold
color x cold temperature in the COO/ warm color x warm temperature in the COO), and answer
the question how congruity affects customers’ attitude and purchase intention.
The study used pictures of Russian vodka and Jamaican rum bottles (cold/ warm COO) which
were decorated with a silver or gold design (cold/ warm color temperature). Interviewees were
presented one random combination of the four possibilities and asked questions regarding their
attitude and purchase intention. [...] |
Note de contenu : |
Bibliogr. p.22-24 |
Programme : |
PGE-Reims |
Spécialisation : |
Champagne and Wine Management |
Permalink : |
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