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



Share Proceeding

Featured papers

See More

Featured

C9. Filling the Expectations: How Packaging Sustainability Influences Consumers' Inference of Product Attributes

Olga Lavrusheva, Aalto University, Finland
Alexei Gloukhovtsev, Aalto University, Finland
Kristina Wittkowski, Aalto University, Finland
Tomas Falk, Aalto University, Finland
Pekka Mattila, Aalto University, Finland

Read More

Featured

C7. The Visually Simple = Healthy Intuition and Its Effects on Food Choices

Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China

Read More

Featured

The Trusted Influencer: How They Do It and How Brands Can Benefit

Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.