title: Signalling product healthiness through symbolic package cues: Effects of package shape and goal congruence on consumer behaviour.
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.
authors.affiliation: Leiden University, Faculty of Law, Department of Business Studies, Steenschuur 25, 2311 ES Leiden, The Netherlands. Electronic address: I.van.Ooijen@law.leidenuniv.nl.
authors.forename: Iris
authors.initials: I
authors.lastname: van Ooijen
authors.affiliation: Amsterdam School of Communication Research, Nieuwe Achtergracht 166, 1001 NG Amsterdam, The Netherlands. Electronic address: M.L.Fransen@UvA.nl.
authors.forename: Marieke L
authors.initials: ML
authors.lastname: Fransen
authors.affiliation: Vrije Universiteit Amsterdam, De Boelelaan 1105, 1081 HV Amsterdam, The Netherlands. Electronic address: p.verlegh@vu.nl.
authors.forename: Peeter W J
authors.initials: PWJ
authors.lastname: Verlegh
authors.affiliation: Amsterdam School of Communication Research, Nieuwe Achtergracht 166, 1001 NG Amsterdam, The Netherlands. Electronic address: E.G.Smit@UvA.nl.
authors.forename: Edith G
authors.initials: EG
authors.lastname: Smit
mesh_terms: D001288:Attention; D002755:Choice Behavior; D003258:Consumer Behavior; D003463:Cues; D005260:Female; D018857:Food Packaging / Q000379:methods*; D005518:Food Preferences / Q000523:psychology*; D006040:Goals; D006801:Humans; D008297:Male; D013561:Symbolism; D055815:Young Adult
keywords: Consumer goals; Healthiness perception; Package design; Symbolic cues