Touch-flavor transference: Assessing the effect of packaging weight on gustatory evaluations, desire for food and beverages, and willingness to pay
Product packaging serves a number of distinct functions and influences the way in which consumers respond to various product offerings. The research reported here examines whether the haptic characteristics of a non-diagnostic product packaging cue, namely its weight, affects the response of consume...
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| Veröffentlicht in: | PloS one 2017-10, Vol.12 (10), p.e0186121-e0186121 |
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| creator | Kampfer, Kristina Leischnig, Alexander Ivens, Björn Sven Spence, Charles |
| description | Product packaging serves a number of distinct functions and influences the way in which consumers respond to various product offerings. The research reported here examines whether the haptic characteristics of a non-diagnostic product packaging cue, namely its weight, affects the response of consumers. This article reviews existing research on haptic transference and proposes a conceptual framework to explore how the weight of product packaging affects the flavor of the food or beverages, and, in turn, consumers' desire for consumption and willingness to pay. Two studies demonstrate that an increase in packaging weight affects both desire and willingness to pay for the product. These effects are serially mediated by perceived flavor intensity and overall flavor evaluation. Based on these insights, implications for the design of food and beverages packaging are discussed. |
| doi_str_mv | 10.1371/journal.pone.0186121 |
| format | Article |
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The research reported here examines whether the haptic characteristics of a non-diagnostic product packaging cue, namely its weight, affects the response of consumers. This article reviews existing research on haptic transference and proposes a conceptual framework to explore how the weight of product packaging affects the flavor of the food or beverages, and, in turn, consumers' desire for consumption and willingness to pay. Two studies demonstrate that an increase in packaging weight affects both desire and willingness to pay for the product. These effects are serially mediated by perceived flavor intensity and overall flavor evaluation. Based on these insights, implications for the design of food and beverages packaging are discussed.</description><identifier>ISSN: 1932-6203</identifier><identifier>EISSN: 1932-6203</identifier><identifier>DOI: 10.1371/journal.pone.0186121</identifier><identifier>PMID: 29020078</identifier><language>eng</language><publisher>United States: Public Library of Science</publisher><subject>Analysis ; Beverages ; Beverages - economics ; Biology and Life Sciences ; Brain research ; Consumer behavior ; Consumers ; Consumption ; Diagnostic systems ; Female ; Flavor ; Food ; Food - economics ; Food Packaging ; Food products ; Humans ; Hypotheses ; Influence ; Male ; Marketing ; Medicine and Health Sciences ; Packaging ; Perceptions ; Senses ; Social Sciences ; Studies ; Taste - physiology ; Touch - physiology ; Transference, Psychology ; Willingness to pay ; Young Adult</subject><ispartof>PloS one, 2017-10, Vol.12 (10), p.e0186121-e0186121</ispartof><rights>COPYRIGHT 2017 Public Library of Science</rights><rights>2017 Kampfer et al. 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The research reported here examines whether the haptic characteristics of a non-diagnostic product packaging cue, namely its weight, affects the response of consumers. This article reviews existing research on haptic transference and proposes a conceptual framework to explore how the weight of product packaging affects the flavor of the food or beverages, and, in turn, consumers' desire for consumption and willingness to pay. Two studies demonstrate that an increase in packaging weight affects both desire and willingness to pay for the product. These effects are serially mediated by perceived flavor intensity and overall flavor evaluation. 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| subjects | Analysis Beverages Beverages - economics Biology and Life Sciences Brain research Consumer behavior Consumers Consumption Diagnostic systems Female Flavor Food Food - economics Food Packaging Food products Humans Hypotheses Influence Male Marketing Medicine and Health Sciences Packaging Perceptions Senses Social Sciences Studies Taste - physiology Touch - physiology Transference, Psychology Willingness to pay Young Adult |
| title | Touch-flavor transference: Assessing the effect of packaging weight on gustatory evaluations, desire for food and beverages, and willingness to pay |
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