Pharmaceutical Packaging Color and Drug Expectancy

ABSTRACT - Pharmaceutical markets are expanding considerably due to the aging population, higher development costs and also direct-to-consumer advertising which entails more demands from consumers and prescriptions from physicians. Pharmaceutical packaging as a visual communication tool is promised to a mounting importance, because of growing blister packaging, safety standards upgrading, expansion of OTC drugs and developing television advertising. This study examines the impact of packaging color on consumers’ expectancies towards the drug and seeks determining if prototypical color codes exist for drug categories. Results show a significant influence of color and darkness on perceived drug potency. Gender differences are discussed.



Citation:

Bernard Roullet and Olivier Droulers (2005) ,"Pharmaceutical Packaging Color and Drug Expectancy", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 164-171.

Authors

Bernard Roullet, CREM, Universite de Rennes 1 B France
Olivier Droulers, CREM, Universite de Rennes 1 B France



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

On Politics, Morality, and Consumer Response to Negative Publicity

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Featured

It’s About Trust: The Diffusion of Deviant Consumer Behavior

Peter Voyer, University of Windsor

Read More

Featured

The Effects of Breadth of Product Categories on Budgeting

An Tran, University of La Verne
John Lynch, University of Colorado, USA

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.