Persuasive Imagery: A Consumer Response Perspective

By Linda M. Scott; Rajeev Batra | Go to book overview
Save to active project

CHAPTER SEVENTEEN
The Marriage of Graphic Design and
Research—Experimentally Designed
Packages Offer New Vistas
and Opportunities
Richard Bernstein
Howard Moskowitz
Moskowitz Jacobs, Inc., White Plains, New York

For many fast-moving consumer goods, the package is the first experience a consumer has with the product. As part of market our research services, we determine the best packaging options using advanced conjoint methods (Green & Srinivasan, 1978). The work owes much to a psychophysical heritage (e.g. Moskowitz, 1981)— systematic stimulus manipulation coupled with a simple respondent-rating task. The objective is to create mathematical models relating visual appeal to packaging options. End users can define most appealing packages and understand how package features contribute to consumer appeal. This provides client organizations the learning necessary to incorporate consumer input into short- and long-range packaging strategy.

We illustrate the approach with a case study. Because we are presenting real data from a recent study, our mandate for client confidentiality requires many marketing details to be camouflaged.


BACKGROUND

A multinational manufacturer commissioned this work. It wanted to understand the impact and relevance of a variety of packaging options for one of its categories in order to develop the best packaging for its different user groups and different regional markets. Any commonalties leading to a single or limited number of

-337-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Persuasive Imagery: A Consumer Response Perspective
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 436

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?