Integrating the Packaging and Product Experience in Food and Beverages

A Road-Map to Consumer Satisfaction
 
 
Woodhead Publishing
  • 1. Auflage
  • |
  • erschienen am 31. März 2016
  • |
  • 220 Seiten
 
E-Book | ePUB mit Adobe DRM | Systemvoraussetzungen
E-Book | PDF mit Adobe DRM | Systemvoraussetzungen
978-0-08-100360-2 (ISBN)
 

Integrating the Packaging and Product Experience in Food and Beverages: A Road-Map to Consumer Satisfaction focuses on the interrelationship between packaging and the product experience. In both industry and academia there has been a growing interest in investigating approaches that capture consumer responses to products that go beyond traditional sensory and liking measures. These approaches include assessing consumers' emotional responses, obtaining temporal measures of liking, as well as numerous published articles considering the effect of situation and context in the evaluation of food and beverage products.

For fast-moving consumer goods (FMCG) products in particular, packaging can be considered as a contributor to consumer satisfaction. Recent cross-modal research illustrated consumers' dissatisfaction or delight with a product can be evoked when there is dissonance between the packaging and the product experience.

The book includes an extensive overview of an adapted satisfaction scale that has been tailored for the food and beverage sector and which identifies varying satisfaction response modes such as contentment, pleasure, and delight with a product. This is an important development as it provides insights about products that can be used to market specific categories and brands of foods and beverages.

The book demonstrates the value of this approach by bringing together case studies that consider the interrelationships between packaging design, shape, on-pack sensory messages, expectations, and consumer satisfaction with the product.


  • Focuses on the inter-relationship between packaging and the product experience, specifically in the context of the food and beverage sector
  • Presents the expectancy disconfirmation model of satisfaction, which is well developed within the social sciences, to the food and beverage sector
  • Contains case studies demonstrating how these practices can be used in industry to better enhance customer's responses to products
  • Includes an extensive overview of an adapted satisfaction scale that has been tailored for the food and beverage sector and which identifies varying satisfaction response modes such as contentment, pleasure, and delight with a product
  • Englisch
  • San Diego
Elsevier Science
  • 3,66 MB
978-0-08-100360-2 (9780081003602)
0081003609 (0081003609)
weitere Ausgaben werden ermittelt
  • Front Cover
  • Integrating the Packaging and Product Experience in Food and Beverages
  • Related titles
  • Integrating the Packaging and Product Experience in Food and Beverages
  • Copyright
  • Contents
  • List of Contributors
  • Woodhead Publishing Series in Food Science, Technology and Nutrition
  • Preface & Acknowledgments
  • 1 - Multisensory Packaging Design: Color, Shape, Texture, Sound, and Smell
  • 1.1 Introduction
  • 1.2 Neuroscience-Inspired Packaging Design
  • 1.3 Packaging Color
  • 1.4 Packaging Shape
  • 1.5 Packaging Texture
  • 1.6 Packaging Weight
  • 1.7 Ease of Opening
  • 1.8 Auditory Packaging Design
  • 1.9 Olfactory Packaging Design
  • 1.10 Tasty Packaging
  • 1.11 Individual/Cultural Differences in Multisensory Packaging Design
  • 1.12 Conclusions
  • References
  • 2 - Consumer Reactions to On-Pack Educational Messages
  • 2.1 The Food Label as an Information Source
  • 2.2 A Model of Consumer Processing of On-Pack Information
  • 2.3 Effects of Major Types of On-Pack Messages
  • 2.3.1 Nutrition Labeling
  • 2.3.2 Health and Nutrition Claims
  • 2.3.3 Sustainability Information
  • 2.4 The Role of Context
  • 2.5 New Developments in Package Communication
  • References
  • 3 - Designing Inclusive Packaging
  • 3.1 Noninclusive Packaging
  • 3.2 Inclusive Design
  • 3.3 A Framework for Inclusive Design
  • 3.3.1 Explore
  • 3.3.2 Create
  • 3.3.3 Evaluate
  • 3.3.4 Manage
  • 3.4 Empathy Tools
  • 3.5 Simulation
  • 3.5.1 Wearable Simulators
  • 3.5.1.1 Vision Impairment Simulators
  • 3.5.1.2 Dexterity Impairment Simulators
  • 3.5.2 Software Simulators
  • 3.5.3 Case Study 1: Biscuit Packaging
  • 3.5.4 Case Study 2: Resealable Labels
  • 3.6 Personas
  • 3.6.1 Case Study 3: Black Magic
  • 3.7 Conclusions
  • 3.8 Future Work and Trends
  • References
  • 4 - Omni-Channel Retail-Challenges and Opportunities for Packaging Innovation
  • 4.1 Introduction
  • 4.2 The Omni-Channel Shopping Experience
  • 4.2.1 Omni-Channel Grocery Retail
  • 4.3 Innovative Packaging for Omni-Channel Retail
  • 4.3.1 Packaging for Omni-Channel Marketing
  • 4.3.2 Packaging for Omni-Channel Transport
  • 4.4 Packaging as the Omni-Channel Integrator
  • 4.5 Satisfying Customers Through Omni-Channel Packaging Innovation
  • 4.6 Summary
  • References
  • 5 - Emotion Measurements and Application to Product and Packaging Development
  • 5.1 Introduction
  • 5.2 Emotion Measurement Methods in Sensory and Consumer Studies and Applied Consumer Neuroscience
  • 5.2.1 What Are Emotions and What Emotions Are We Measuring?
  • 5.2.2 Measuring Emotions Using Verbal Languages and Pictures
  • 5.2.2.1 Explicit Measurements: Verbal and Visual Self-Reports
  • Verbal Self-Reports: Predetermined and Product-Specific Questionnaires
  • Pros and Cons of Using Questionnaires to Measure Emotions
  • Visual Self-Report
  • Self-Assessment Manikin Technique
  • Product Emotion Measuring Instrument
  • 5.2.2.2 Implicit Measurements: Implicit Association and Emotive Projection Test
  • Implicit Association Test
  • Emotive Projection Test
  • 5.2.3 Measuring Emotions Through Physiological Measures (Autonomic Nervous System)
  • 5.2.4 Measuring Emotions From the Brain
  • 5.2.4.1 Electroencephalography
  • 5.2.4.2 Neuroimaging
  • 5.2.5 Measuring Emotions Through Behavior
  • 5.2.5.1 Facial Coding
  • 5.2.5.2 Behavior Coding
  • 5.3 Emotions in the Product Experience: From the Product to the Packaging (and Back)
  • 5.3.1 Sensory Drivers of Emotions, Liking, and Choice
  • 5.3.2 Sensory and Branding: the Impact of Expectations on Emotions
  • 5.3.3 Case Study: Comparing Emotional Performance in Unbranded and Branded Food Products Measuring Expectations
  • 5.3.4 Expectations and Emotions
  • 5.4 Future Trends
  • 5.5 Sources of Further Information and Advice
  • References
  • 6 - Neurosense and Packaging: Understanding Consumer Evaluations Using Implicit Technology
  • 6.1 Problems With the Self-Report Method in Market Research
  • 6.2 Products Are Evaluated Spontaneously by Consumers
  • 6.3 The Neuroscience Alternative
  • 6.4 Implicit Reaction-Time Tests
  • 6.4.1 Affective Priming
  • 6.5 System 1 and Associative Memory Networks
  • 6.5.1 An Associative Memory Explanation
  • 6.6 Implicit Versus Explicit Measures: Validity Issues
  • 6.7 Cognitive Psychology of Consumer Pack Perception
  • 6.8 Case Studies
  • 6.8.1 Case Study 1: A Popular Malt Drink
  • 6.8.1.1 Background
  • 6.8.1.2 Method
  • 6.8.1.3 Results
  • 6.8.1.4 Conclusions
  • 6.8.2 Case Study 2: Bottled Wine Packaging
  • 6.8.2.1 Method
  • 6.8.2.2 Results
  • 6.8.2.3 Conclusion
  • 6.8.3 Case Study 3: Packaging Assets Study for an American Beauty Products Company
  • 6.8.3.1 Background
  • 6.8.3.2 Method
  • 6.8.3.3 Results
  • 6.8.3.4 Conclusion
  • References
  • Further Reading
  • 7 - Explicit Methods to Capture Consumers' Responses to Packaging
  • 7.1 Introduction
  • 7.2 Large-Scale Quantitative Assessment of Consumers' Attitudes and Perceptions of Packaging Features
  • 7.3 Small-Scale Exploration of Consumers' Attitudes Toward Packaging Concepts and Prototypes: Focus Groups, Enabling, and Projec...
  • 7.4 Consumers' Interaction With Packaging In-home and In-store: Observation
  • 7.5 An Evaluation of the Relative Importance of Different Packaging Components and Extrinsic Cues: Conjoint Analysis and MaxDiff...
  • 7.5.1 Conjoint Analysis
  • 7.5.2 MaxDiff
  • 7.6 Holistic Approaches to Explore the Similarities and Differences in Overall Packaging and Packaging Design Components: Projec...
  • 7.7 Conclusions
  • References
  • 8 - Consumers' Mindset: Expectations, Experience, and Satisfaction
  • 8.1 Consumer Choices
  • 8.2 Expectations and Satisfaction
  • 8.2.1 Purchase Apprehension
  • 8.2.2 Purchase Attribution
  • 8.2.3 Affect
  • 8.2.4 Need Fulfillment
  • 8.3 Consumption Processing Model
  • 8.4 Case Study: Citrus-Flavored Green Teas
  • 8.4.1 Materials and Methods
  • 8.4.2 Statistical Analysis
  • 8.4.3 Results
  • 8.4.4 Delight
  • 8.4.5 Segmentation
  • 8.5 Conclusions
  • References
  • Further Reading
  • Looking Forward
  • Index
  • A
  • B
  • C
  • D
  • E
  • F
  • G
  • H
  • I
  • L
  • M
  • N
  • O
  • P
  • R
  • S
  • T
  • U
  • V
  • W
  • Back Cover

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