The Mystery Around Product Packaging: the Effect of Fantasy Labels on Product Evaluation and Actual Purchases
We investigate when, how, and why fantasy labels affect product evaluations and purchasing behavior. Across three studies, we find a positive effect of fantasy labels but only in the presence of product quality signals. Moreover, this positive effect is sequentially driven by the evocation of the imaginary and positive affect.
David A. Jaud, Valentyna Melnyk, and Jan R. Landwehr (2018) ,"The Mystery Around Product Packaging: the Effect of Fantasy Labels on Product Evaluation and Actual Purchases", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 98-99.
David A. Jaud, Massey University Auckland, New Zealand
Valentyna Melnyk, Massey University Auckland, New Zealand
Jan R. Landwehr, Goethe University Frankfurt, Germany
E - European Advances in Consumer Research Volume 11 | 2018
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