A study by the Amsterdam School of Communication Research has found that products that are in 'atypical' packaging tend to be scrutinized more closely by consumers.
The study found that products in atypical packaging tended to enhance cognitive processing in the consumer, "which in turn decreased the persuasive impact of weak claims on willingness to pay, and increased the persuasive impact of strong product claims on quality judgment."
However, it also found that "product knowledge improved when packaging design was atypical, through increased processing."
The study, 'Atypical food packaging affects the persuasive impact of product claims' was published in the Food Quality and Preference periodical.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.
