Citation

Effects of Symbolic Packaging Cues: A Goal Perspective

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Abstract:

Packaging can be considered as an element of mass communication in the marketplace. The present study investigates the effectiveness of symbolic packaging cues, such as color or shape to communicate product meanings such as healthiness or quality. A pretest identified several packaging cues that were effective to communicate price, quality and healtiness of a product. We expect that the goals that consumers have moderate the effect that symbolic cues have on attention towards and recall and evaluation of products.
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Association:
Name: International Communication Association 65th Annual Conference
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p986291_index.html
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MLA Citation:

Ooijen, Iris. "Effects of Symbolic Packaging Cues: A Goal Perspective" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico, May 21, 2015 <Not Available>. 2015-12-02 <http://citation.allacademic.com/meta/p986291_index.html>

APA Citation:

Ooijen, I. v. , 2015-05-21 "Effects of Symbolic Packaging Cues: A Goal Perspective" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico Online <APPLICATION/PDF>. 2015-12-02 from http://citation.allacademic.com/meta/p986291_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Packaging can be considered as an element of mass communication in the marketplace. The present study investigates the effectiveness of symbolic packaging cues, such as color or shape to communicate product meanings such as healthiness or quality. A pretest identified several packaging cues that were effective to communicate price, quality and healtiness of a product. We expect that the goals that consumers have moderate the effect that symbolic cues have on attention towards and recall and evaluation of products.


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