An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions

Mundel, Juan; Huddleston, Patricia; Behe, Bridget K.; Sage, Lynnell; Latona, Caroline Tolulope

doi:10.1108/jpbm-07-2016-1282

Cited by 44 publications

(40 citation statements)

References 52 publications

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“…Predictive values are linked to cues associated with benefits, whereas confidence values are related to the accuracy of the judgment based on the available cues. The CUP points to intrinsic and extrinsic judgment cues about a product, and since intrinsic cues are not easily accessible, consumers often rely on product packaging as an extrinsic cue in the purchasing environment …”

Section: Literature Reviewmentioning

confidence: 99%

“…Yet, Simmonds and Spence reported that certain visual PDEs on food products may have greater potential to attract consumers to a product than verbal PDEs. Moreover, Mundel et al determined that consumers are drawn to products through verbal PDEs such as the brand. It is possible that certain emotional and self‐concept cues are more associated with the brand image and its quality.…”

Section: Interactions Between Various Pdesmentioning

confidence: 99%

“…The CUP points to intrinsic and extrinsic judgment cues about a product, and since intrinsic cues are not easily accessible, consumers often rely on product packaging as an extrinsic cue in the purchasing environment. 21,30 Product packaging has evolved from simply covering and protecting a product 14 into a science that seeks ways to capture consumers' cognitive, emotional, and physical attention. Recent studies have specifically focused on the role of certain packaging elements in stimulating consumers' decisions to buy a product.…”

Section: Literature Reviewmentioning

confidence: 99%

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Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Al‐Samarraie

Eldenfria

Dodoo

et al. 2019

Color Research & Application

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Recent advances in e‐commerce have resulted in significant progress being made toward strategies, requirements, and the development of various mechanisms aimed at influencing consumers' decisions to purchase online. The relationship between different packaging design elements and their effect on consumers' online buying decisions has been less researched, due in part to the lack of statistical power to detect cause and effect relationships between these elements. This study examines the feasibility of multiple‐criteria decision‐making in order to identify and analyze the causal relationships between the different packaging design elements that are required to stimulate consumers' decision to buy products online. Consumers' direct, indirect, and interdependent behaviors in relation to PDEs and purchase decisions were studied for this paper. A total of 142 students (89 males and 53 females, aged 22‐37 years) participated in this study. The results identified several associations between design elements. The four most important PDEs found to influence consumers' decision to buy via the internet were graphics, colours, label information, and country of origin. This study provides the necessary insights into the design of product packaging by targeting aspects related to the appearance of the products' characteristics. Correlations between the various PDEs obtained from this study can be used to increase consumers' interactions with products in e‐commerce environments.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Interactions Between Various Pdesmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Al‐Samarraie

Eldenfria

Dodoo

et al. 2019

Color Research & Application

View full text Add to dashboard Cite

show abstract

“…A growing body of research has highlighted the importance of hedonic and symbolic values by acknowledging the multiple channels used by consumers to experience products and services (Hirschman and Holbrook, 1982;Wilhelms et al, 2017;Fabbrizzi et al, 2018). Many scholars have started to recognize the importance of hedonic consumption by showing the significance of active motives and hedonic aspects in consumption behavior (Alba and Williams, 2013;Mundel et al, 2018). The purchase and use of material products like cars, for example, are mostly driven by symbolic value and by the pleasure derived from their usage (Mann and Abraham, 2006;Steg et al, 2001).…”

Section: The Means-end Approachmentioning

confidence: 99%

Do product features actually add value for consumers? A laddering analysis on new luxury products

Villani¹,

Mattiacci²

2019

Sinergie Italian Journal of Management

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Purpose of the paper: This paper aims at analyzing product perception, product preferences and purchase motives for obtaining a better understanding of consumer purchasing behavior with regard to new luxury goods. Our objective is to comprehend which attributes drive consumers to purchase new luxury products, and what are the values pushing them to their choices. Methodology: We applied laddering interviewing, which is a technique referring to the means-end theory. By finding linkages between product attributes, user consequences, and final values, this methodology allowed for identifying how consumers perceive self-relevant consequences of new luxury products. The results of the 26 interviews are reported in the Hierarchical Value Map. Findings: We found that people are mostly driven by values of happiness, self-image, self-fulfillment, and social recognition in crystal tableware choice. In particular, the values elicited by respondents fall into two main categories: a) values that are centered around the self (e.g., self-image); b) values connected to or dependent on third parties (e.g., give prominence to my family/guests; social recognition; high status). Those values are sought by respondents in particular attributes of crystal tableware, such as design, brightness, high quality, and brand. Research limits: A limitation of this study is that it analyzes only one market sector. Practical implications: By understanding better the relationship between product attributes and consumers' choices in new luxury goods consumption, managers can improve product design and advertising campaigns. Originality of the paper: Our analysis allows shedding lights on the meansend chain characterizing consumer behaviors for the purchase of new luxury goods, which is still an overlooked phenomenon from an empirical point of view.

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“…Although it may seem a secondary element, it is not. However, one often chooses their purchase decision based on what experts call Brand naming 6 . On the contrary what is the same, the tendency to use the brand name in purchasing decisions.…”

Section: A Force Of Packagingmentioning

confidence: 99%

The Analysis of Impulse Purchase and Influence of Branding and Packaging in Consumer Choice

Sofi¹

2019

IJRASET

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Purchase for pleasure and without regrets, has no charge of conscience. Among his purchases: travel, luxury items, records, video games, etc. When there is engagement with a brand, more impulse purchases occur. The impulse buying behavior is sudden, coercive rather than pre-planned, hedonistic, multifaceted behavior, whereby the rapid nature of the impulse decision process makes it impossible to identify well-considered and targeted alternative options. Branding is a process of building the brand image that takes into account who we are, what we do and how we do it where "what we are" stands for Branding is fundamentally a process of building bonds of trust between companies and their target audiences (potential customers, internal audiences, prescribers). The importance of the brand and Branding in business management is enormous.

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An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions

Cited by 44 publications

References 52 publications

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Do product features actually add value for consumers? A laddering analysis on new luxury products

The Analysis of Impulse Purchase and Influence of Branding and Packaging in Consumer Choice

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