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Communication dans un congrès

It sounds good! The impact of packaging sound on the perception of packaging material and product evaluation

Abstract :

Within the wide range of virtual consumption experience (TV commercials, online shopping), consumers can see or hear a product, but cannot touch it. If numerous studies have focused on the visual dimension of the packaging, the sense of touch has been the least studied sense in marketing and the auditory modalities (sound) have been largely neglected. In this research, we suggest that the sound of a packaging can create an evaluative response about its physical features even though the haptic sense is not activated. We also expect physical features of a packaging wrap to influence customers’ evaluation of the product. Using an experimental study, we show that consumers effectively use auditory cues to infer packaging and product quality.

Type de document :
Communication dans un congrès
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https://hal.univ-angers.fr/hal-03085080
Contributeur : Okina Université d'Angers <>
Soumis le : lundi 21 décembre 2020 - 15:18:56
Dernière modification le : mardi 22 décembre 2020 - 03:32:12

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  • HAL Id : hal-03085080, version 1
  • OKINA : ua1104

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Citation

Gwenaëlle Briand-Decre, Caroline Cloonan, Alice Zoghaib. It sounds good! The impact of packaging sound on the perception of packaging material and product evaluation. 42nd EMAC Conference (European Marketing Academy), 2013, Non spécifié, France. ⟨hal-03085080⟩

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