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Message in a bottle: What anthropomo...

Schneider, Abigail B.

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Message in a bottle: What anthropomorphized package designs tell consumers about themselves.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Message in a bottle: What anthropomorphized package designs tell consumers about themselves./
Author:	Schneider, Abigail B.
Description:	94 p.
Notes:	Source: Dissertation Abstracts International, Volume: 75-09(E), Section: A.
Contained By:	Dissertation Abstracts International75-09A(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3621406
ISBN:	9781303924606

Message in a bottle: What anthropomorphized package designs tell consumers about themselves.
Schneider, Abigail B.

Message in a bottle: What anthropomorphized package designs tell consumers about themselves. - 94 p.

Source: Dissertation Abstracts International, Volume: 75-09(E), Section: A.

Thesis (Ph.D.)--University of Colorado at Boulder, 2014.

This item must not be sold to any third party vendors.

Product packaging plays a critical role in consumers' purchase decisions. The present research examines how one element of packaging---shape---influences consumers' self-perceptions, enjoyment of the usage experience, and evaluations of the product. Specifically, in four studies, I examine anthropomorphized products (e.g., a curvy bottle resembling a woman) and show that when a package's shape resembles a human form that is associated with specific traits, consumers who use, or imagine using, the package incorporate the associated traits into their identities. As a result, the anthropomorphized package design influences consumers' enjoyment of using the package, as well as consumers' attitudes toward the package. Furthermore, I provide some support for the notion that consumers prefer anthropomorphized packages when the packages are associated with traits that can be instrumental in goal achievement.

ISBN: 9781303924606Subjects--Topical Terms:

536353
Marketing.

Message in a bottle: What anthropomorphized package designs tell consumers about themselves.
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100 1 $a Schneider, Abigail B. $3 2122781
245 1 0 $a Message in a bottle: What anthropomorphized package designs tell consumers about themselves.
300 $a 94 p.
500 $a Source: Dissertation Abstracts International, Volume: 75-09(E), Section: A.
500 $a Adviser: A. Peter McGraw.
502 $a Thesis (Ph.D.)--University of Colorado at Boulder, 2014.
506 $a This item must not be sold to any third party vendors.
520 $a Product packaging plays a critical role in consumers' purchase decisions. The present research examines how one element of packaging---shape---influences consumers' self-perceptions, enjoyment of the usage experience, and evaluations of the product. Specifically, in four studies, I examine anthropomorphized products (e.g., a curvy bottle resembling a woman) and show that when a package's shape resembles a human form that is associated with specific traits, consumers who use, or imagine using, the package incorporate the associated traits into their identities. As a result, the anthropomorphized package design influences consumers' enjoyment of using the package, as well as consumers' attitudes toward the package. Furthermore, I provide some support for the notion that consumers prefer anthropomorphized packages when the packages are associated with traits that can be instrumental in goal achievement.
590 $a School code: 0051.
650 4 $a Marketing. $3 536353
650 4 $a Packaging. $3 585030
650 4 $a Design. $3 518875
690 $a 0338
690 $a 0549
690 $a 0389
710 2 $a University of Colorado at Boulder. $b Business. $3 1018464
773 0 $t Dissertation Abstracts International $g 75-09A(E).
790 $a 0051
791 $a Ph.D.
792 $a 2014
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3621406