Commercial versus technical cues to position a new product: Do hedonic and functional/healthy packages differ?

Natalia Vila-López and Inés Küster-Boluda

Social Science & Medicine, 2018, vol. 198, issue C, 85-94

Abstract: Packaging attributes can be classified into two main blocks: visual/commercial attributes and informational/technical ones. In this framework, our objectives are: (i) to compare if both kinds of attributes lead to equal responses (consumers' attitudes improvement and product trial) and (ii) to compare if they work equally when a hedonic or a healthy new product is launched into the young market.

Keywords: Commercial cues; Technical cues; Packages; Hedonic products; Functional products (search for similar items in EconPapers)
Date: 2018
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DOI: 10.1016/j.socscimed.2017.12.018

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