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.
Citation:
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.
Authors
David A. Jaud, Massey University Auckland, New Zealand
Valentyna Melnyk, Massey University Auckland, New Zealand
Jan R. Landwehr, Goethe University Frankfurt, Germany
Volume
E - European Advances in Consumer Research Volume 11 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features
Liad Weiss, University of Wisconsin - Madison, USA
Featured
Faster than Fact: Consuming in Post-Truth Society
Robert Kozinets, University of Southern California, USA
Rossella Gambetti, Catholic University of the Sacred Heart
Silvia Biraghi, Catholic University of the Sacred Heart
Featured
‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption
Pao Franco, University of Melbourne, Australia