Orientador(es)
Resumo(s)
This study examines the effects of congruency between the texture of the packaging and the texture of
the product. Three experiments on chocolate tasting reveal that when the texture of the product is not
congruent with the texture of the packaging, this leads to a disconfirmation of expectations and a lower
evaluation of the taste of chocolate.
Descrição
Copyright Holder: The Academy of Marketing Science
Palavras-chave
Marketing Packaging Texture Congruency Touch
Contexto Educativo
Citação
Ferreira, B., Capelli, S., & Trendel, O. (2016). The Congruency Between the Container and the Content: Should We Texture Everything to Seduce the Consumer? In D. M. Groza & B. C. Ragland (Eds.), Marketing Challenges in a Turbulent Business Environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress (pp. 231-231). Cham: Springer International Publishing.
Editora
Springer International Publishing