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It Sounds Good! The Impact of Packaging Sound on the Perception of Packaging Material and Product Evaluation

Briand-Decre, Gwenaëlle; Cloonan, Caroline; Zoghaib, Alice (2013-06), It Sounds Good! The Impact of Packaging Sound on the Perception of Packaging Material and Product Evaluation, European Marketing Academy 42th Annual Conference - EMAC 2013, 2013-06, Istanbul, Turquie

Type
Communication / Conférence
Date
2013-06
Conference title
European Marketing Academy 42th Annual Conference - EMAC 2013
Conference date
2013-06
Conference city
Istanbul
Conference country
Turquie
Metadata
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Author(s)
Briand-Decre, Gwenaëlle
Cloonan, Caroline
Zoghaib, Alice
Abstract (EN)
Within the wide range of virtual consumption experience (TV commercials, online shopping), consumers can see or hear a product, but cannot touch it. If numerous studies have focused on the visual dimension of the packaging, the sense of touch has been the least studied sense in marketing and the auditory modalities (sound) have been largely neglected. In this research, we suggest that the sound of a packaging can create an evaluative response about its physical features even though the haptic sense is not activated. We also expect physical features of a packaging wrap to influence customers’ evaluation of the product. Using an experimental study, we show that consumers effectively use auditory cues to infer packaging and product quality.
Subjects / Keywords
Packaging; Thickness; Pitch Sound
JEL
D11 - Consumer Economics: Theory
D12 - Consumer Economics: Empirical Analysis
M31 - Marketing

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