Pourquoi faire simple quand on peut faire compliqué ? La perception d'un packaging alimentaire en fonction de son niveau de complexité

Fanny Thomas () and Sonia Capelli ()
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Fanny Thomas: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: This study deals with the impact of a packaging complexity level on food product perceptions. An experimental study is led with 141 respondents, manipulating the packaging simplicity level and a claim addition. The results show that, even if the complex packaging gives yearn for food, it doesn't imply any purchase intent. On the contrary, the simple packaging improves the attitude toward the product and the purchase intent. Moreover, the claim addition is only efficient on the complex packaging.

Keywords: simplicity; complexity; yearning of food; purchase intent.; packaging; emballage; simplicité; complexité; envie de manger; intention d'achat (search for similar items in EconPapers)
Date: 2014-05-14
Note: View the original document on HAL open archive server: https://univ-lyon3.hal.science/hal-00976038v1
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Published in 30è Congrès International de l'AFM à Montpellier, 14-16 mai 2014, May 2014, Montpellier, France. pp.30è Congrès International de l'AFM

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