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Package Graphics and Consumer Product Beliefs

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Abstract

In recent years, marketers' tactics to increase product sales through health claims have been scrutinized by public policy makers. The culmination of this process was the passage of the National Labeling Education Act, which highly restricts the type, amount, and format of nutritional information conveyed on the package. In this investigation, we examine an under-explored aspect of the package—its colors and pictures—to determine what, if any, impact these aspects have on consumer beliefs regarding important product characteristics. We find that even when very concrete verbal information is used, graphical representations have a significant and long-term effect on product beliefs and purchase intentions.

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Authors and Affiliations

  1. Marketing Department, College of Business and Economics, West Virginia University, P.O. Box 6025, Morgantown, WV, 26506-6025

    Paula Fitzgerald Bone

  2. West Virginia University, USA

    Karen Russo France

Authors
  1. Paula Fitzgerald Bone
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  2. Karen Russo France
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Bone, P.F., France, K.R. Package Graphics and Consumer Product Beliefs. Journal of Business and Psychology 15, 467–489 (2001). https://doi.org/10.1023/A:1007826818206

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  • DOI: https://doi.org/10.1023/A:1007826818206

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