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A Cognitive Approach to Packaging: Imagery and Emotion as Critical Factors to Buying Decision at Point-of-Purchase

A packaging model is presented in this study which attempts to show some important aspects of a consumer's cognitive process in relation to packaging. This packaging model is based on the theories of imagery, emotion, and perception (and sensation). Perception of a packaged good occurs because the motivation system of a consumer selects particular information that the packaged good provides. Unlike the situation which occurs in behaviorism, stimulus is as important as response, and motivation explains why people don't perceive all the information available in the environment. When perception occurs, two subsequent responses are possible in the mind of a consumer: the connotative response and the denotative response. A connotative response is an evaluation of the perceived, i.e. emotion. Denotative response is imagery which is produced by conditioned sensory response. Imagery may elicit emotional response. Thus, imagery may reinforce consumer behavior positively or negatively. Emotion with regard to a packaged good is, then, the combination of emotions elicited by the perceived and the imagery evoked. This packaging model tries to explain purchasing behavior through the concepts of imagery and emotion.

Identiferoai:union.ndltd.org:unt.edu/info:ark/67531/metadc935733
Date12 1900
CreatorsKim, Gap
ContributorsCoe, Barbara J., Haynes, Jack Read, Welch, Joe L.
PublisherNorth Texas State University
Source SetsUniversity of North Texas
LanguageEnglish
Detected LanguageEnglish
TypeThesis or Dissertation
Formatvi, 138 leaves : ill., Text
RightsPublic, Kim, Gap, Copyright, Copyright is held by the author, unless otherwise noted. All rights

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