Novel Colors in Packaging: Boosting Consumers Learning Through Greater Expectation Violation
Xin Lin,
Shuhan Ji,
Mengying Liu
et al.
Abstract:Companies often change product packaging colors to drive innovation and boost sales. However, these changes may violate expectations, resulting in inconsistent associations between new colors and original labels. It remains unclear whether consumers can learn these new associations. This study delved into the effect of expectation violation on consumer learning of color–label (flavor/brand) associations by varying the degree of violation between colors (adjacent and complementary) and labels. To assess associa… Show more
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