Thinking outside the bottle: Effects of alternative wine packaging

نویسندگان

چکیده

Packaging communicates intrinsic product attributes to consumers, which can influence consumer response and decision-making; however, little is known about the impact of non-traditional packaging formats. The current research aims bridge this gap. Across five studies, we demonstrate that negatively influenced purchase intention a complex product, wine, through appeal taste perceptions (Study 1A)/expectations (Studies 1B–4). We also function individual differences (desire for unique products) label (eco-friendly labels).

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ژورنال

عنوان ژورنال: Journal of Retailing and Consumer Services

سال: 2022

ISSN: ['1873-1384', '0969-6989']

DOI: https://doi.org/10.1016/j.jretconser.2022.103117