The influence of creative packaging design on customer motivation to process and purchase decisions

Paurav Shukla, Jaywant Singh and Weisha Wang

Journal of Business Research, 2022, vol. 147, issue C, 338-347

Abstract: Creativity is a growing area of retailing research. Drawing upon the optimal-arousal theory, this research examines how the dimensions of packaging design creativity, such as divergence and relevance, have varying levels of influence on customer process, persuasion, and response measures. The findings show that packaging design can evoke customer curiosity in certain conditions. Further, the results suggest that the effect of packaging design creativity differs significantly in the retail context, in contrast to earlier studies that have mostly focused on the context of advertising. The findings provide new insights and implications for retailers, brand managers, and packaging designers to understand how creativity impacts customer decision making.

Keywords: Creativity; Packaging; Divergence; Relevance; Curiosity; Decision making (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:147:y:2022:i:c:p:338-347

DOI: 10.1016/j.jbusres.2022.04.026

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