Logo Image Effects on Consumer Perceptions of Packages

Adriana Madzharov, Baruch College, USA
Lauren G. Block, Baruch College, USA
The present research examines biases in perceptions of packaging. In particular, the authors demonstrate how the size of the logo on the package interacts with individual differences in visual processing and leads to differences in perceptions of package size, purchase intentions and opinion of the brand.
[ to cite ]:
Adriana Madzharov and Lauren G. Block (2011) ,"Logo Image Effects on Consumer Perceptions of Packages ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.