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Authors
Advisor(s)
Abstract(s)
The present study shows the influence of tactile contacts with packaging on product taste. A within-subject experiment 1 (product: grenadine syrup) × 3 (packaging’s material: plastic, aluminium, glass) was conducted. Moreover, we examine the role of the Need for Touch (NFT) as a moderator. We confirmed that the same product tasted three times by each participant is judged differently depending on the packaging. Furthermore, participants with a high NFT seem to be more influenced by sensory features of packaging than those with a low NFT. These results support previous researches about tactile effects on taste.
Description
Keywords
Haptic Touch Packaging Taste
Citation
Ferreira, B. (2017). The Sensory Features of Packaging and Its Effects on Product Perception: An Abstract. In P. Rossi (Ed.), Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress (pp. 1357–1357). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-319-47331-4_265
Publisher
Academy of Marketing Science