Impact of Inverted Packaging on Brand Memory

In this paper, we explore the influence of upside down packaging on brand recall and recognition. With two studies we show that unaided recall and recognition memory are improved when there is an upside down bottle presented among regular bottles compared to an all regular bottle presentation.



Citation:

Nur Yazgan Onuklu and Maureen Morrin (2020) ,"Impact of Inverted Packaging on Brand Memory", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1205-1205.

Authors

Nur Yazgan Onuklu, Temple University, USA
Maureen Morrin, Rutgers University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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