Unpackaging For Mac and Packaging For Iphone: the Interactive Effect of Product Presentation and Purchase Device on Food Choice
Packaging has been referred to as the “silent salesman”. This research suggests that, consumers are more likely to choose the brand presenting packaged cookies when they use direct-interaction devices (e.g., cellphone).than indirect-interaction devices (e.g., PC) , which is continuously driven by perception of contagion.
Citation:
Meng Lu, Jun Pang, and Yuwei Jiang (2021) ,"Unpackaging For Mac and Packaging For Iphone: the Interactive Effect of Product Presentation and Purchase Device on Food Choice", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 918-918.
Authors
Meng Lu, Renmin University of China
Jun Pang, Renmin University of China
Yuwei Jiang, Hong Kong Polytechnic University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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