Formation of Consumer Price Expectation Based on Package Design: Attractive and Quality Routes

Consumer reactions to sustainable packaging: The interplay of visual appearance, verbal claim and environmental concern

“…The six items reflected concern, environmental abuse, importance of limiting consumption, political and social change, and stricter enforcement of environmental laws and were measured on 7-point Likert scales. In order to control for potential brand knowledge (Orth, Campana, & Malkewitz, 2010;Underwood & Klein, 2002), brand familiarity was assessed using the following item: Are you familiar with this brand of laundry detergent (yes/no). To check for confounding effects of attractiveness, we used a self-formulated 7-point semantic differential scale (unattractive/attractive).…”

Cutting through the clutter: purchase intentions as a function of packaging instrumentality, aesthetics, and symbolism

“…Building on Orth, Campana, and Malkewitz (2010), we suggest and validate a three-dimensional mediation model, in which packaging design improves product attractiveness to increase purchase intentions. In this, we also rely on Ajzen (1991), whose persuasion theory of planned behavior deals with the relationship between attitudes, behavioral intentions, and behaviors.…”

“…Löfgren (2005) and Rundh (2005Rundh ( , 2009) suggest a different approach, proposing process-oriented models in which an algorithm involving the sequence of actors and actions in the supply chain or the service process is claimed to explain the impact of packaging on consumer buying behaviors. Finally, Orth and Malkewitz (2008) and Orth, Campana, and Malkewitz (2010) take a more holistic perspective and present a higher order model, in which package design factors are considered not in terms of their concrete elements (e.g., form and color), but as conveying something more abstract, complex, and subjective (e.g., harmony or naturalness). Orth, Campana, and Malkewitz (2010) suggest a process in which these factors affect two mediators -the attractiveness and perceived quality of the product -which in turn create price expectations.…”

“…Finally, Orth and Malkewitz (2008) and Orth, Campana, and Malkewitz (2010) take a more holistic perspective and present a higher order model, in which package design factors are considered not in terms of their concrete elements (e.g., form and color), but as conveying something more abstract, complex, and subjective (e.g., harmony or naturalness). Orth, Campana, and Malkewitz (2010) suggest a process in which these factors affect two mediators -the attractiveness and perceived quality of the product -which in turn create price expectations. However, they did not study the impact of packaging on purchase intentions, thus leaving open the question of the psychological mechanism underlying such intentions.…”

Emotional responses towards food packaging: A joint application of self-report and physiological measures of emotion

“…Apart from its functional properties, packaging conveys relevant product information (Orth, Campana, & Malkewitz, 2010;Simms & Trott, 2010), influences consumers' perceptions and evaluations about a product (Ampuero & Vila, 2006;Ares & Deliza, 2010;Becker, van Rompay, Schifferstein, & Galetzka, 2011;Mizutani et al, 2012;Orth & Malkewitz, 2008), and has an impact on consumers' preferences and choice (Silayoi & Speece, 2007). Packaging also has an important role in influencing in-store purchase decisions (Deng & Srinivasan, 2013;Simms & Trott, 2010), especially for food products where purchase decisions are characterised by low involvement and impulsive processes (Underwood, 2003).…”