As a method of marketing communications between companies and consumers, packages serve as a ¡§spokesperson¡¨ of the product on the point-of-sale. These may have significant impacts on the process of consumers¡¦ purchase decisions. Consumers also make inferences from the products packages, and the location of the product image on a package facade was one of the factors that influences consumers¡¦ perceptions of the visual heaviness of the product and evaluations of the package, which is called ¡§product image location effect.¡¨ Based on previous studies on the product image location effect, this study distinguished the product image locations into two places: perceived as heavy or light. Furthermore, three types of sensation cues (¡§vision-only¡¨, ¡§vision and touch simultaneously¡¨, and ¡§vision then touch¡¨) are considered in this study in order to understand how the product image location effect works. In addition, individual differences in need for touch (NFT) is also incorporated into this research to examine how it may sway the results of product image location effect and consumers¡¦ confidence when judging products.
The present study employed an experimental design to investigate the effects of product image location (bottom-right vs. top-left), the type of sensation cues (vision-only vs. vision and touch simultaneously vs. vision then touch), and autotelic need for touch (low vs. medium vs. high) on consumers¡¦ evaluation of perceived product heaviness and confidence in product judgments. A 2x3x3 factorial design was conducted. Six different scenarios were established through virtual packages and different sensation inputs. A quantile method was used to distinguish consumers into low, medium and high autotelic NFT. Consumers¡¦ evaluation was measured by perceived product heaviness and confidence in product judgments.
The results indicated that when there was a tactile input, the product image location effect would disappear. Besides, compared to those who were medium and high in autotelic NFT, product image location effect was more influential on those who were low in autotelic NFT. In addition, in vision-only condition, location of the product image influenced consumers¡¦ confidence in product judgment. According to these findings, this research contributes to the further understandings of product image location effect and provides implications for researchers and marketers on package design.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0117112-212024 |
| Date | 17 January 2012 |
| Creators | Luh, Yi-Chun |
| Contributors | Wen-Bin Chiou, Chun-Tuan Chang, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0117112-212024 |
| Rights | user_define, Copyright information available at source archive |
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