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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.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Message in a bottle: What anthropomorphized package designs tell consumers about themselves./
作者:	Schneider, Abigail B.
面頁冊數:	94 p.
附註:	Source: Dissertation Abstracts International, Volume: 75-09(E), Section: A.
Contained By:	Dissertation Abstracts International75-09A(E).
標題:	Marketing. -
電子資源:	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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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.
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