Product Packaging Metaphors: Effects of Ambiguity and Explanatory Information on Consumer Appreciation and Brand Perception

Research output: Contribution to journalArticleAcademicpeer-review

11 Citations (Scopus)

Abstract

Product packaging is an important means for communicating product and brand benefits. Research suggests that visual metaphors may be particularly suited in this context, however, the conditions under which metaphors are effective are not yet well understood. In the research reported herein, effects of metaphor ambiguity and explanatory information on consumer appreciation and brand personality perceptions are tested. Study 1 shows that explicit information explaining the metaphor increases consumer appreciation and positively affects brand perception, but only for ambiguous metaphors. Study 2 shows that drawing consumer attention to packaging design by means of a visual packaging cue may be equally or even more effective for enhancing consumer appreciation and steering brand personality perceptions. In addition, Study 2 shows that effects of explanatory information and information type vary with participants’ readiness to engage in metaphor processing. Together, the results provide greater insight into the effects of metaphors in product design and provide guidelines to packaging designers.
Original languageEnglish
Pages (from-to)404-415
JournalPsychology & marketing
Volume31
Issue number6
DOIs
Publication statusPublished - 2014

Fingerprint

Metaphor
Product Packaging
Personality
Packaging
Research
Cues
Guidelines

Keywords

  • METIS-303941
  • IR-91303

Cite this

@article{7ecaa69ee51b4e18924fb116f4a69e1c,
title = "Product Packaging Metaphors: Effects of Ambiguity and Explanatory Information on Consumer Appreciation and Brand Perception",
abstract = "Product packaging is an important means for communicating product and brand benefits. Research suggests that visual metaphors may be particularly suited in this context, however, the conditions under which metaphors are effective are not yet well understood. In the research reported herein, effects of metaphor ambiguity and explanatory information on consumer appreciation and brand personality perceptions are tested. Study 1 shows that explicit information explaining the metaphor increases consumer appreciation and positively affects brand perception, but only for ambiguous metaphors. Study 2 shows that drawing consumer attention to packaging design by means of a visual packaging cue may be equally or even more effective for enhancing consumer appreciation and steering brand personality perceptions. In addition, Study 2 shows that effects of explanatory information and information type vary with participants’ readiness to engage in metaphor processing. Together, the results provide greater insight into the effects of metaphors in product design and provide guidelines to packaging designers.",
keywords = "METIS-303941, IR-91303",
author = "{van Rompay}, {Thomas Johannes Lucas} and M. Veltkamp",
year = "2014",
doi = "10.1002/mar.20703",
language = "English",
volume = "31",
pages = "404--415",
journal = "Psychology & marketing",
issn = "0742-6046",
publisher = "Wiley-Liss Inc.",
number = "6",

}

TY - JOUR

T1 - Product Packaging Metaphors: Effects of Ambiguity and Explanatory Information on Consumer Appreciation and Brand Perception

AU - van Rompay, Thomas Johannes Lucas

AU - Veltkamp, M.

PY - 2014

Y1 - 2014

N2 - Product packaging is an important means for communicating product and brand benefits. Research suggests that visual metaphors may be particularly suited in this context, however, the conditions under which metaphors are effective are not yet well understood. In the research reported herein, effects of metaphor ambiguity and explanatory information on consumer appreciation and brand personality perceptions are tested. Study 1 shows that explicit information explaining the metaphor increases consumer appreciation and positively affects brand perception, but only for ambiguous metaphors. Study 2 shows that drawing consumer attention to packaging design by means of a visual packaging cue may be equally or even more effective for enhancing consumer appreciation and steering brand personality perceptions. In addition, Study 2 shows that effects of explanatory information and information type vary with participants’ readiness to engage in metaphor processing. Together, the results provide greater insight into the effects of metaphors in product design and provide guidelines to packaging designers.

AB - Product packaging is an important means for communicating product and brand benefits. Research suggests that visual metaphors may be particularly suited in this context, however, the conditions under which metaphors are effective are not yet well understood. In the research reported herein, effects of metaphor ambiguity and explanatory information on consumer appreciation and brand personality perceptions are tested. Study 1 shows that explicit information explaining the metaphor increases consumer appreciation and positively affects brand perception, but only for ambiguous metaphors. Study 2 shows that drawing consumer attention to packaging design by means of a visual packaging cue may be equally or even more effective for enhancing consumer appreciation and steering brand personality perceptions. In addition, Study 2 shows that effects of explanatory information and information type vary with participants’ readiness to engage in metaphor processing. Together, the results provide greater insight into the effects of metaphors in product design and provide guidelines to packaging designers.

KW - METIS-303941

KW - IR-91303

U2 - 10.1002/mar.20703

DO - 10.1002/mar.20703

M3 - Article

VL - 31

SP - 404

EP - 415

JO - Psychology & marketing

JF - Psychology & marketing

SN - 0742-6046

IS - 6

ER -