This research intends to discover the effects of packaging rigidity and political identity on consumer behavior. Four experiments are conducted and reported. The results show that although products in more flexible packages may be perceived as more innovative and environmentally friendly, they may nevertheless be less preferred because of reduced ease of handling. Moreover, I show that political identity moderates these results, such that politically liberal, more so than politically conservative, consumers are those who respond more negatively to flexible packaging. I investigate whether specific individual traits, openness to experience (one of the big five personality traits) and/or sensory sensitivity, help to explain the political identity moderator. Finally, I test whether the findings can be applied via marketplace targeting on the basis of political affiliation using voting data as a geographic proxy measure. / Business Administration/Marketing
| Identifer | oai:union.ndltd.org:TEMPLE/oai:scholarshare.temple.edu:20.500.12613/6532 |
| Date | January 2021 |
| Creators | Ciavarello, Patricia |
| Contributors | Mudambi, Susan, Morrin, Maureen, Di Benedetto, C. Anthony, Venkatraman, Vinod, Chitturi, Pallavi |
| Publisher | Temple University. Libraries |
| Source Sets | Temple University |
| Language | English |
| Detected Language | English |
| Type | Thesis/Dissertation, Text |
| Format | 108 pages |
| Rights | IN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available., http://rightsstatements.org/vocab/InC/1.0/ |
| Relation | http://dx.doi.org/10.34944/dspace/6514, Theses and Dissertations |
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