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dc.contributor.authorvan Esch, Patrick
dc.contributor.authorHeller, Jonas
dc.contributor.authorNorthey, Gavin
dc.date.accessioned2020-09-01T04:33:53Z
dc.date.available2020-09-01T04:33:53Z
dc.date.issued2019
dc.identifier.issn0969-6989
dc.identifier.doi10.1016/j.jretconser.2019.05.003
dc.identifier.urihttp://hdl.handle.net/10072/396980
dc.description.abstractProduct packaging plays a significant role in the interactions between manufacturers, retailers, and consumers. Marketers manipulate the exterior of the packaging to influence consumer expectations, experiences, and behaviors. Yet there has been limited, if any, research on the effects of inner packaging color (IPC) on post-purchase, pre-consumption behaviors. Study 1 explored interaction effects between IPC (white vs. red vs. blue) and health consciousness (HC) on the desirability of food. Study 2 explored interaction effects between IPC (red vs. blue) and health consciousness (HC) on the desirability of food. Study 3 explored whether perceived pleasure mediates the interaction effect of IPC and HC on the desirability of food. The results showed that merely changing the IPC of a food item can increase its desirability among high-HC individuals. In contrast, IPC increases the perceived pleasure of a food item for both low-HC and high-HC individuals, and perceived pleasure mediates the interaction effect of IPC and HC on the desirability of food. This study will assist marketers to explore a range of possibilities for inner packing color on both the physiological and cognitive aspects of consumer behavior relating to food products. For example, marketers could consider the relational effects of inner packaging with a range of different colors, as well as exploring internal and external color packaging combinations and their impact on post purchase pre-consumption behaviors.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.relation.ispartofpagefrom94
dc.relation.ispartofpageto102
dc.relation.ispartofjournalJournal of Retailing and Consumer Services
dc.relation.ispartofvolume50
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode3506
dc.titleThe effects of inner packaging color on the desirability of food
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationvan Esch, P; Heller, J; Northey, G, The effects of inner packaging color on the desirability of food, Journal of Retailing and Consumer Services, 2019, 50, pp. 94-102
dc.date.updated2020-09-01T04:33:09Z
gro.hasfulltextNo Full Text
gro.griffith.authorNorthey, Gavin


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