Impact de la symbolique de l’information des propriétés physiques de la texture: rôle médiateur de l’agrément pour le toucher du packaging

Rania Serhal () and Gaëlle Pantin-Sohier ()
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Rania Serhal: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Gaëlle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: This article examines the role of texture's physical properties symbolic information in the process of attributing meaning to the product and the brand. We have used three packaging textures for two product categories, chocolate and coffee: a texture whose surface properties do not carry symbolic information, and two others whose surface properties bear a gendered symbolic dimension, feminin or masculin. So, we study the impact on beliefs, perceived quality, gendered dimensions of brand personality, attitude and purchase intention in two contexts, visual and visual-haptic. We also study the mediating role of pleasantness for packaging texture on these links. This research provides a first empirical validation of the role of packaging symbolic texture information on product and brand judgment and the mediating role of pleasantness.

Keywords: agrément; information symbolique; packaging; Physical properties; pleasantness; propriétés physiques; symbolic information; texture (search for similar items in EconPapers)
Date: 2017
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Published in XXXIIIème Congrès de l’Association Française de Marketing, 2017, Tours, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01963297

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