Multisensory Packaging Design across Cultures

Casparus J. A. Machiels () and Ulrich R. Orth
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Casparus J. A. Machiels: Kiel University
Ulrich R. Orth: University of Adelaide

Chapter 11 in Multisensory Packaging, 2019, pp 287-315 from Springer

Abstract: Abstract A major issue in designing packaging that appeals to all the senses is the question of whether marketers should adopt a pancultural or a culture-specific approach. This chapter discusses how culture impacts consumer perception, processing, and behaviour related to the design of packaging. The chapter starts with a brief discussion of cultural dynamics, after which a comprehensive review of culture-specific perception follows. Section 3 illustrates how individual and cultural differences impact consumer processing of packaging characteristics. Sections 4 and 5 highlight the interplay between packaging design and consumer behaviour and outline avenues for future research. In so doing, we provide academics with a state-of-the-art overview of cultural aspects of multisensory packaging, alert practitioners to the possibility of tailoring their packaging to particular cultural groups, and illustrate possible applications using actual brands and examples.

Keywords: Culture; Cross-culture; Cultural differences; Design characteristics; Multisensory; Multisensory packaging; Package design; Packaging; Packaging design (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-94977-2_11

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DOI: 10.1007/978-3-319-94977-2_11

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