Signalling product healthiness through symbolic package cues: Effects of package shape and goal congruence on consumer behaviour

Three studies show that product packaging shape serves as a cue that communicates healthiness of food products. Inspired by embodiment accounts, we show that packaging that simulates a slim body shape acts as a symbolic cue for product healthiness (e.g., low in calories), as opposed to packaging tha...

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Bibliographic Details
Published in:Appetite 2017-02, Vol.109, p.73-82
Main Authors: van Ooijen, Iris, Fransen, Marieke L., Verlegh, Peeter W.J., Smit, Edith G.
Format: Article
Language:English
Subjects:
Attention
Choice Behavior
Consumer Behavior
Consumer goals
Cues
Female
Food Packaging - methods
Food Preferences - psychology
Goals
Healthiness perception
Humans
Male
Package design
Symbolic cues
Symbolism
Young Adult
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Summary:Three studies show that product packaging shape serves as a cue that communicates healthiness of food products. Inspired by embodiment accounts, we show that packaging that simulates a slim body shape acts as a symbolic cue for product healthiness (e.g., low in calories), as opposed to packaging that simulates a wide body shape. Furthermore, we show that the effect of slim package shape on consumer behaviour is goal dependent. Whereas simulation of a slim (vs. wide) body shape increases choice likelihood and product attitude when consumers have a health-relevant shopping goal, packaging shape does not affect these outcomes when consumers have a hedonic shopping goal. In Study 3, we adopt a realistic shopping paradigm using a shelf with authentic products, and find that a slim (as opposed to wide) package shape increases on-shelf product recognition and increases product attitude for healthy products. We discuss results and implications regarding product positioning and the packaging design process.
ISSN:0195-6663
1095-8304
DOI:10.1016/j.appet.2016.11.021