C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice
Through three studies, we found that an image placed at the bottom of a food package increased consumers’ perception of flavor richness (Study 1), decelerated their food consumption (Study 2), and led them to choose a healthy snack after consumption (Study 3).
Citation:
Taku Togawa, Jaewoo Park, Hiroaki Ishii, and Xiaoyan Deng (2018) ,"C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 930-930.
Authors
Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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