), 叶富荣 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(), YE Furong 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 |
图1包装研究的整体框架
图1包装研究的整体框架参考文献 84
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