 When limited edition packages backfire: The role of emotional value, typicality and need for uniquenessKrisztina Rita Dörnyei and Renaud Lunardo Journal of Business Research, 2021, vol. 137, issue C, 233-243 Abstract: Limited edition packages (LEPs) refer to temporal packages that are distinct from regular packages but include the same content. Because of their increasing use by brands, this research examines the effectiveness of LEPs compared to regular brand packages. Through two experiments conducted in the food and beverage industry, this research surprisingly demonstrates that LEPs lead to lower purchase intentions than regular packages and identifies emotional value as the underlying mechanism of this effect. Second, this research shows that consumers’ need for uniqueness (NFU) moderates the negative effect of LEPs on emotional value, with LEPs having negative effects only when people are not high in such NFU. Furthermore, this research identifies design typicality as a boundary condition, with only typical (versus atypical) LEPs leading to lower purchase intentions, but not when people are high in NFU. These findings are discussed in terms of managerial implications and potential avenues for future research. Keywords: Limited edition packages (LEPs); Brand; Emotional value; Typicality; Need for uniqueness (NFU) (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:137:y:2021:i:c:p:233-243 DOI: 10.1016/j.jbusres.2021.08.037 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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