Location of Color on Package and Benefits Perception: a Regulatory Focus Perspective
We examined how the location of color on package affects consumers’ benefit perception. Three experiments show that while prevention benefit is perceived more when the color is on the top, promotion benefit is not perceived irrespective of the location.
Mitsuru Kaneko (2021) ,"Location of Color on Package and Benefits Perception: a Regulatory Focus Perspective", 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: 920-920.
Mitsuru Kaneko, Kyoto Women's University
NA - Advances in Consumer Research Volume 49 | 2021
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