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Journal cover: Journal of Product & Brand Management

Journal of Product & Brand Management

ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice

Online from: 1992

Subject Area: Marketing

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Packaging communication: attentional effects of product imagery


Document Information:
Title:Packaging communication: attentional effects of product imagery
Author(s):Robert L. Underwood, (Assistant Professor of Marketing, Department of Management, Marketing & Industrial Development, School of Business, University of Alabama-Birmingham, Birmingham, Alabama, USA), Noreen M. Klein, (Associate Professor of Marketing, Virginia Polytechnic Institute and State University, Department of Marketing, Blacksburg, Virginia, USA), Raymond R. Burke, (E.W. Kelley Professor of Business Administration, Department of Marketing, Kelley School of Business, Indiana University, Bloomington, Indiana, USA)
Citation:Robert L. Underwood, Noreen M. Klein, Raymond R. Burke, (2001) "Packaging communication: attentional effects of product imagery", Journal of Product & Brand Management, Vol. 10 Iss: 7, pp.403 - 422
Keywords:Consumer behaviour, Marketing, Packaging
Article type:Research paper
DOI:10.1108/10610420110410531 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a picture or illustration of the product on the packaging of the product. Empirical results from a virtual reality simulation show that package pictures increase shoppers’ attention to the brand. However this effect is contingent, occurring only for low familiarity brands (private-label brands) within product categories that offer a relatively high level of experiential benefits. These results suggest that package pictures may be especially useful for private label brands and/or lesser tier national brands whose strategic objectives are to improve consumers’ perceptions of the brand and enter the consideration set.



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