Attempt to measure consumers’ aesthetic attitude toward product packaging: an application to the design of book covers

Essai de mesure de l’attitude esthétique du consommateur face au packaging du produit: une application au design de couvertures de livres

Stephane Magne ()
Additional contact information
Stephane Magne: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines

Post-Print from HAL

Abstract: The aesthetic attributes of fast-moving consumer goods are often highlighted in marketing as key drivers of purchase decisions. In packaging design, however, the difficulty of identifying these attributes often results in simple preference-based measurement scales. This article introduces an original concept—a composite measure of the aesthetic attributes of product packaging—referred to as the consumer's aesthetic attitude. The theoretical foundations and possible measurement approaches of this concept, presented in the first two sections of the article, are based on three dimensions: an evaluative dimension, mental representations, and emotional reactions generated by the consumer's aesthetic experience when perceiving packaging design stimuli. The third section of the article is devoted to validating a measurement scale for this construct. The proposed tool is particularly applicable to hedonic products and, more specifically, to book cover design.

Keywords: Design; Book cover; Form; Aesthetics; Packaging; Attitude; Livre; Forme; Esthétique (search for similar items in EconPapers)
Date: 2004
Note: View the original document on HAL open archive server: https://hal.science/hal-05522410v1
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Revue Française du Marketing, 2004, 196 (1), pp 33-51

Downloads: (external link)
https://hal.science/hal-05522410v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05522410

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().