![](http://journal.psych.ac.cn/xlkxjz/images/email.png)
兰州大学管理学院, 兰州 730000
收稿日期:
2019-05-16出版日期:
2020-06-15发布日期:
2020-04-22通讯作者:
马增光E-mail:xmgyx1496@163.com基金资助:
* 国家自然科学基金面上项目(71972092);国家自然科学基金重点项目(71832015);国家自然科学基金重点项目(71832010);中央高校基本科研业务费专项资金项目(人文社科类)(2020jbkyt d003)The effect of packaging elements on consumers and the underlying mechanisms in marketing
LIU Wumei, MA Zengguang(![](http://journal.psych.ac.cn/xlkxjz/images/email.png)
School of Management, Lanzhou University, Lanzhou 730000, China
Received:
2019-05-16Online:
2020-06-15Published:
2020-04-22Contact:
MA Zengguang E-mail:xmgyx1496@163.com摘要/Abstract
摘要: 包装上的元素信息是消费者感知环境刺激的重要来源, 能对消费者决策产生重要影响。包装元素可分为非语言型包装元素和语言型包装元素两类, 它们对消费者有不同的影响。总体而言, 非语言型包装元素主要影响消费者的感知和情感偏好, 而语言型包装元素更多影响消费者的行为倾向和行为结果。同时, 两类包装元素对消费者产生影响的内在机制可从神经生理机制、认知加工机制、自我控制的转移和多感官交互几方面进行讨论。此外, 两类包装元素对消费者的影响还会受到环境特征、产品特征以及消费者个体特征的调节。未来研究可进一步探讨两类包装元素对消费者尴尬情绪、透明包装的选择以及产品评价等结果的影响。
图/表 2
表1****们对包装元素的分类总结
分类依据 | 作者(年份) | 类别 | 内容 |
---|---|---|---|
包装设计的特征 | 结构成分 | 形状、尺寸、材质 | |
图形成分 | 颜色、字体、标识 | ||
结构成分 | 形状、尺寸、材质 | ||
图形成分 | 颜色、字体、图像、图形形状 | ||
信息传递的类型 | 信息元素 | 产品信息(标签等)、包装工艺(材质等) | |
视觉元素 | 图形、颜色、形状、尺寸 | ||
语言元素 | 产品信息、生产者、原产国、品牌 | ||
视觉元素 | 图像、颜色、尺寸、形式、材质 | ||
是否包含语言成分 | 语言成分 | 名字、品牌、生产者/国、信息、优惠活动、说明书 | |
非语言成分 | 颜色、形状、尺寸、图像、材质、意象、气味 |
表1****们对包装元素的分类总结
分类依据 | 作者(年份) | 类别 | 内容 |
---|---|---|---|
包装设计的特征 | 结构成分 | 形状、尺寸、材质 | |
图形成分 | 颜色、字体、标识 | ||
结构成分 | 形状、尺寸、材质 | ||
图形成分 | 颜色、字体、图像、图形形状 | ||
信息传递的类型 | 信息元素 | 产品信息(标签等)、包装工艺(材质等) | |
视觉元素 | 图形、颜色、形状、尺寸 | ||
语言元素 | 产品信息、生产者、原产国、品牌 | ||
视觉元素 | 图像、颜色、尺寸、形式、材质 | ||
是否包含语言成分 | 语言成分 | 名字、品牌、生产者/国、信息、优惠活动、说明书 | |
非语言成分 | 颜色、形状、尺寸、图像、材质、意象、气味 |
![](http://journal.psych.ac.cn/xlkxjz/fileup/1671-3710/FIGURE/2020-28-6/Images/1671-3710-28-6-1015/img_1.png)
图1包装研究的整体框架
![](http://journal.psych.ac.cn/xlkxjz/fileup/1671-3710/FIGURE/2020-28-6/Images/1671-3710-28-6-1015/img_1.png)
参考文献 84
[1] | 陈瑞, 郑毓煌 . (2015). 孤独感对不确定消费偏好的影响:新产品、产品包装和概率促销中的表现. 心理学报, 47(8), 1067-1076. |
[2] | 程大志, 隋光远, 陈春萍 . (2009). 联觉的认知神经机制. 心理科学进展, 17(5), 944-950. |
[3] | 何琼, 柳武妹, 胡佳彤 . (2018). 消费者尴尬研究回顾、营销应用及未来展望. 外国经济与管理, 40(2), 123-137. |
[4] | 李东进, 李研, 武瑞娟 . (2013). 产品设计领域的消费者审美体验. 心理科学进展, 21(2), 336-346. |
[5] | 梁钲浡, 刘杨, 王新阁, 李曙光 . (2016). 情感因素对消费者购买绿色包装产品的影响. 经济研究导刊, (11), 121-125. |
[6] | 彭聃龄 . (2004). 普通心理学(修订版). 北京师范大学出版社. |
[7] | 涂阳军, 杨智 . (2013). 包装对食品味觉体验的影响述评及启示. 包装工程, 34(6), 68-72. |
[8] | 王海忠, 范孝雯, 欧阳建颖 . (2017). 消费者自我构念、独特性需求与品牌标识形状偏好. 心理学报, 49(8), 1113-1124. |
[9] | 汪旭晖, 聂可昱, 陈荣 . (2017). “解释行为”还是“解释反应”? 怎样的在线评论更有用——基于解释类型的在线评论对消费者购买决策的影响及边界条件. 南开管理评论, 20(4), 27-37. |
[10] | 文小辉, 刘强, 孙弘进, 张庆林, 尹秦清, 郝明洁, 牟海蓉 . (2009). 多感官线索整合的理论模型. 心理科学进展, 17(4), 659-666. |
[11] | 杨颖, 朱毅 . (2016). 谁该成为体验型产品网络评论的主角, 图片还是文字?. 心理学报, 48(8), 1026-1036. |
[12] | 殷融, 苏得权, 叶浩生 . (2013). 具身认知视角下的概念隐喻理论. 心理科学进展, 21(2), 220-234. |
[13] | 张全成, 赖天豪, 杨宇科, 孙洪杰 . (2017). 消费者的多感觉交互: 表现、形成机制及研究展望. 外国经济与管理, 39(7), 80-90. |
[14] | 钟科, 王海忠, 杨晨 . (2016). 感官营销研究综述与展望. 外国经济与管理, 38(5), 69-85. |
[15] | 朱国玮, 陈宁川 . (2016). 包装对食品过量消费的影响述评及启示. 包装工程, (19), 78-83. |
[16] | 朱丽叶, 袁登华, 张静宜 . (2017). 在线用户评论质量与评论者等级对消费者购买意愿的影响——产品卷入度的调节作用. 管理评论, 29(2), 87-96. |
[17] | 朱文馨 . (2016). 可口可乐瓶身包装的跨文化营销策略研究. 新闻研究导刊, (13), 304-305. |
[18] | Ampuero, O., & Vila, N . (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), 100-112. |
[19] | Andrews, J. C., Netemeyer, R. G., & Burton, S . (1998). Consumer generalization of nutrient content claims in advertising. Journal of Marketing, 62(4), 62-75. |
[20] | Argo, J. J., & White, K . (2012). When do consumers eat more? The role of appearance self-esteem and food packaging cues. Journal of Marketing, 76(2), 67-80. |
[21] | Aydinoğlu, N. Z., & Krishna, A . (2011). Guiltless gluttony: The asymmetric effect of size labels on size perceptions and consumption. Journal of Consumer Research, 37(6), 1095-1112. |
[22] | Banks, S . (1950). The measurement of the effect of a new packaging material upon preference and sales. The Journal of Business of the University of Chicago, 23(2), 71-80. |
[23] | Becker, L., van Rompay, T. J. L., Schifferstein, H. N. L., & Galetzka, M . (2011). Tough package, strong taste: The influence of packaging design on taste impressions and product evaluations. Food Quality & Preference, 22(1), 17-23. |
[24] | Bigoin-Gagnan, A., & Lacoste-Badie, S . (2018). Symmetry influences packaging aesthetic evaluation and purchase intention. International Journal of Retail & Distribution Management, 46(11/12), 1026-1040. |
[25] | Butkevičienė, V., Stravinskienė, J., & Rūtelionienė, A . (2008). Impact of consumer package communication on consumer decision making process. Engineering Economics, 56(1), 57-65. |
[26] | Cela-Conde, C. J., Marty, G., Maestú, F., Ortiz, T., Munar, E., Fernández, A., ... Quesney, F . (2004). Activation of the prefrontal cortex in the human visual aesthetic perception. Proceedings of the National Academy of Sciences of the United States of America, 101(16), 6321-6325. |
[27] | Chandon, P., & Wansink, B . (2007). The biasing health halos of fast-food restaurant health claims: Lower calorie estimates and higher side-dish consumption intentions. Journal of Consumer Research, 34(3), 301-314. |
[28] | Cian, L., Krishna, A., & Elder, R. S . (2014). This logo moves me: Dynamic imagery from static images. Journal of Marketing Research, 51(2), 184-197. |
[29] | Coles, R., McDowell, D., & Kirwan, M. J . (2003) . Food packaging technology. Boca Raton: CRC Press. |
[30] | Dahl, D. W., Manchanda, R. V., & Argo, J. J . (2001). Embarrassment in consumer purchase: The roles of social presence and purchase familiarity. Journal of Consumer Research, 28(3), 473-481. |
[31] | Deng, X. Y., & Kahn, B. E . (2009). Is your product on the right side? The “location effect” on perceived product heaviness and package evaluation. Journal of Marketing Research, 46(6), 725-738. |
[32] | Deng, X. Y., & Srinivasan, R . (2013). When do transparent packages increase (or decrease) food consumption? Journal of Marketing, 77(4), 104-117. |
[33] | Feinberg, M., Willer, R., & Keltner, D . (2012). Flustered and faithful: Embarrassment as a signal of prosociality. Journal of Personalityand Social Psychology, 102(1), 81-97. |
[34] | Higgins, E. T . (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1300. |
[35] | Honea, H., & Horsky, S . (2012). The power of plain: Intensifying product experience with neutral aesthetic context. Marketing Letters, 23(1), 223-235. |
[36] | Inzlicht, M., Schmeichel, B. J., & Macrae, C. N . (2014). Why self-control seems (but may not be) limited. Trends in Cognitive Sciences, 18(3), 127-133. |
[37] | Ittersum, K. V., & Wansink, B . (2012). Plate size and color suggestibility: The delboeuf illusion’s bias on serving and eating behavior. Journal of Consumer Research, 39(2), 215-228. |
[38] | Karnal, N., Machiels, C. J. A., Orth, U. R., & Mai, R . (2016). Healthy by design, but only when in focus: Communicating non-verbal health cues through symbolic meaning in packaging. Food Quality & Preference, 52, 106-119. |
[39] | Ketron, S . (2018). Perceived product sizes in visually complex environments. Journal of Retailing, 94(2), 154-166. |
[40] | Koo, J., & Suk, K . (2016). The effect of package shape on calorie estimation. International Journal of Research in Marketing, 33(4), 856-867. |
[41] | Krishna, A., Cian, L., & Aydınoğlu, N. Z . (2017). Sensory aspects of package design. Journal of Retailing, 93(1), 43-54. doi: 10.1016/j.jretai.2016.12.002URL |
[42] | Krishna, A., Morrin, M., & Sayin, E . (2014). Smellizing cookies and salivating: A focus on olfactory imagery. Journal of Consumer Research, 41(1), 18-34. doi: 10.1086/674664URL |
[43] | Kuvykaite, R., Dovaliene, A., & Navickiene, L . (2009). Impact of package elements on consumer’s purchase decision. Economics and Management,(14), 441-447. |
[44] | Kwan, C. M. C., Dai, X. C., & Wyer, R. S . (2017). Contextual influences on message persuasion: The effect of empty space. Journal of Consumer Research, 44(2), 448-464. doi: 10.1093/jcr/ucx051URL |
[45] | Lee, H., Deng, X. Y., Unnava, H. R., & Fujita, K . (2014). Monochrome forests and colorful trees: The effect of black-and-white versus color imagery on construal level. Journal of Consumer Research, 41(4), 1015-1032. doi: 10.1086/678392URL |
[46] | Lockhart, H. E . (1997). A paradigm for packaging. Packaging Technology and Science: An International Journal, 10(5), 237-252. |
[47] | Luffarelli, J., Mukesh, M., & Mahmood, A . (2019). Let the logo do the talking: The influence of logo descriptiveness on brand equity. Journal of Marketing Research, 56(5), 862-878. doi: 10.1177/0022243719845000URL |
[48] | Macaluso, E., & Driver, J . (2005). Multisensory spatial interactions: A window onto functional integration in the human brain. Trends in Neurosciences, 28(5), 264-271. |
[49] | MacInnis, D. J., & Jaworski, B. J . (1989). Information processing from advertisements: Toward an integrative framework. Journal of Marketing, 53(4), 1-23. doi: 10.1177/002224298905300101URL |
[50] | Madzharov, A. V., & Block, L. G . (2010). Effects of product unit image on consumption of snack foods. Journal of Consumer Psychology, 20(4), 398-409. doi: 10.1016/j.jcps.2010.06.007URL |
[51] | Maheswaran, D., & Chaiken, S . (1991). Promoting systematic processing in low-motivation settings: Effect of incongruent information on processing and judgment. Journal of Personality & Social Psychology, 61(1):13-25. |
[52] | Mai, R., Symmank, C., & Seeberg-Elverfeldt, B . (2016). Light and pale colors in food packaging: When does this package cue signal superior healthiness or inferior tastiness? Journal of Retailing, 92(4), 426-444. |
[53] | Masters, T. M., & Mishra, A . (2019). The influence of hero and villain labels on the perception of vice and virtue products. Journal of Consumer Psychology, 29(3), 428-444. |
[54] | McDaniel, C., & Baker, R. C . (1977). Convenience food packaging and the perception of product quality. Journal of Marketing, 41(4), 57-58. |
[55] | Mehrabian, A., & Russell, J. A . (1974) . An approach to environmental psychology. Cambridge, MA: Mit Press. |
[56] | Pallak, S. R . (1983). Salience of a communicator's physical attractiveness and persuasion: A heuristic versus systematic processing interpretation. Social Cognition, 2(2), 158-170. |
[57] | Petty, R. E., Cacioppo, J. T., & Goldman, R . (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41(5), 847-855. |
[58] | Petty, R. E., Cacioppo, J. T., & Schumann, D . (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146. |
[59] | Piqueras-Fiszman, B., Alcaide-Marzal, J., Roura, E., & Spence, C . (2012). Is it the plate or is it the food? The influence of the color and shape of the plate on the perception of the food placed on it. Food Quality & Preference, 24(1), 205-208. |
[60] | Poor, M., Duhachek, A., & Krishnan, H. S . (2013). How images of other consumers influence subsequent taste perceptions. Journal of Marketing, 77(6), 124-139. |
[61] | Raghubir, P., & Greenleaf, E. A . (2006). Ratios in proportion: What should the shape of the package be? Journal of Marketing, 70(2), 95-107. doi: 10.1509/jmkg.70.2.095URL |
[62] | Raghubir, P., & Krishna, A . (1999). Vital dimensions in volume perception: Can the eye fool the stomach? Journal of Marketing Research, 36(3), 313-326. |
[63] | Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B . (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431-441. |
[64] | Rettie, R., & Brewer, C . (2000). The verbal and visual components of package design. Journal of Product & Brand Management, 9(1), 56-70. |
[65] | Rolls, B. J., Roe, L. S., Kral, T. V. E., Meengs, J. S., & Wall, D. E . (2004). Increasing the portion size of a packaged snack increases energy intake in men and women. Appetite, 42(1), 63-69. doi: 10.1016/S0195-6663(03)00117-XURL |
[66] | Sara, R . (1990). Packaging as a retail marketing tool. International Journal of Physical Distribution & Logistics Management, 20(8), 29-30. |
[67] | Schifferstein, H. N. J., Fenko, A., Desmet, P. M. A., Labbe, D., & Martin, N . (2013). Influence of package design on the dynamics of multisensory and emotional food experience. Food Quality & Preference, 27(1), 18-25. |
[68] | Schoormans, J. P. L., & Robben, H. S. J . (1997). The effect of new package design on product attention, categorization and evaluation. Journal of Economic Psychology, 18(2-3), 271-287. |
[69] | Sevilla, J., & Kahn, B. E . (2014). The completeness heuristic: Product shape completeness influences size perceptions, preference, and consumption. Journal of Marketing Research, 51(1), 57-68. |
[70] | Silayoi, P., & Speece, M . (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607-628. |
[71] | Sundar, A., & Kellaris, J. J . (2017). How logo colors influence shoppers’ judgments of retailer ethicality: The mediating role of perceived eco-friendliness. Journal of Business Ethics, Forthcoming, 146(3), 685-701. |
[72] | Sundar, A., & Noseworthy, T. J . (2014). Place the logo high or low? Using conceptual metaphors of power in packaging design. Journal of Marketing, 78(5), 138-151. |
[73] | Underwood, R. L . (2003). The communicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory & Practice, 11(1), 62-76. |
[74] | Underwood, R. L., Klein, N. M., & Burke, R. R . (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403-422. |
[75] | Vale, R. C. D., Pieters, R., & Zeelenberg, M . (2008). Flying under the radar: Perverse package size effects on consumption self-regulation. Journal of Consumer Research, 35(3), 380-390. |
[76] | van der Laan, L. N., de Ridder, D. T. D., Viergever, M. A., & Smeets, P. A. M . (2012). Appearance matters: Neural correlates of food choice and packaging aesthetics. PloS one, 7(7), e41738. doi: 10.1371/journal.pone.0041738URL |
[77] | van Rompay, T. J. L., Fransen, M. L., & Borgelink, B. G. D . (2014). Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation. Marketing Letters, 25(4), 397-407. doi: 10.1007/s11002-013-9260-3URL |
[78] | Vilnai-Yavetz, I., & Koren, R . (2013). Cutting through the clutter: Purchase intentions as a function of packaging instrumentality, aesthetics, and symbolism. The International Review of Retail, Distribution and Consumer Research, 23(4), 394-417. |
[79] | Wansink, B . (1996). Can package size accelerate usage volume? Journal of Marketing, 60(3), 1-14. |
[80] | Wansink, B., & Ittersum, K. V . (2003). Bottoms up! The influence of elongation on pouring and consumption volume. Journal of Consumer Research, 30(3), 455-463. |
[81] | Westerman, S. J., Gardner, P. H., Sutherland, E. J., White, T., Jordan, K., Watts, D., & Wells, S . (2012). Product design: Preference for rounded versus angular design elements. Psychology & Marketing, 29(8), 595-605. |
[82] | White, K., Lin, L., Dahl, D. W., & Ritchie, R. J. B . (2016). When do consumers avoid imperfections? Superficial packaging damage as a contamination cue. Journal of Marketing Research, 53(1), 110-123. |
[83] | Yan, D. F., Sengupta, J., & Wyer, R. S . (2014). Package size and perceived quality: The intervening role of unit price perceptions. Journal of Consumer Psychology, 24(1), 4-17. doi: 10.1016/j.jcps.2013.08.001URL |
[84] | Yang, S., & Raghubir, P . (2005). Can bottles speak volumes? The effect of package shape on how much to buy. Journal of Retailing, 81(4), 269-281. |
相关文章 12
[1] | 倪渊, 李翠. 内隐创业领导与多层次积极追随力的互动机制[J]. 心理科学进展, 2020, 28(5): 711-730. |
[2] | 郑方, 孙秀丽, 郝喜玲. 员工社会资本跨层次契合的动态演化过程及双向作用机制[J]. 心理科学进展, 2020, 28(2): 206-219. |
[3] | 曹华, 杨玲, 何圆圆, 苏红婷, 张建勋, 张炀. 时间洞察力对成瘾行为的影响及其机制[J]. 心理科学进展, 2019, 27(4): 666-675. |
[4] | 邢璐, 孙健敏, 尹奎, 王震. “过犹不及”效应及其作用机制[J]. 心理科学进展, 2018, 26(4): 719-730. |
[5] | 孟珠, 闫国利. 阅读任务中无关言语效应的作用机制: 干扰基于内容还是过程?[J]. 心理科学进展, 2018, 26(2): 262-269. |
[6] | 段文杰, 卜禾. 积极心理干预是“新瓶装旧酒”吗?[J]. 心理科学进展, 2018, 26(10): 1831-1843. |
[7] | 陈斌斌, 赵语, 韩雯, 王逸辰, 吴嘉雯, 岳新宇, 吴英挺. 手足之情:同胞关系的类型、影响因素及对儿童发展的作用机制[J]. 心理科学进展, 2017, 25(12): 2168-2178. |
[8] | 王勍;俞国良. 群体认同与个体心理健康的关系:调节变量与作用机制[J]. 心理科学进展, 2016, 24(8): 1300-1308. |
[9] | 于海涛;杨金花;张雁军;金盛华. 想象接触减少偏见:理论依据、实践需要与作用机制[J]. 心理科学进展, 2013, 21(10): 1824-1832. |
[10] | 高记;马红宇 . 组织中的政治技能及相关研究[J]. 心理科学进展, 2008, 16(4): 598-605. |
[11] | 连淑芳. 超级市场中消费者购买行为的促进[J]. 心理科学进展, 1997, 5(1): 54-57. |
[12] | 宋华;舒华. 阅读领域中语义启动现象研究的进展[J]. 心理科学进展, 1996, 4(3): 36-40. |
PDF全文下载地址:
http://journal.psych.ac.cn/xlkxjz/CN/article/downloadArticleFile.do?attachType=PDF&id=5062