Event Title
Influence of Product Label Design on Consumer Purchasing Preferences
Faculty Mentor
Whitney Heppner
Keywords
Whitney Heppner
Abstract
Product packaging plays an important role in consumer behavior. Research suggests that consumers may choose organic products because they view them as healthier, tastier, and more environmentally friendly. The current study investigates if people’s opinions of products and their purchasing preferences are influenced by “natural looking” product packaging—that is, can health-conscious consumers be tricked into thinking a produce is “healthy” simply by the color palette used in the packaging? Participants (N=169; data collection ongoing) rate their own ‘health consciousness’ and are randomly assigned to read one of two informational snippets (an irrelevant paragraph or a relevant paragraph about organic products and labels). Participants then choose between two products, one with brightly colored packaging and one with earth-toned packaging. It is hypothesized that more health-conscious participants will be “tricked” by the natural colored packages (rating them as more desirable), unless they received an informational snippet about organic products and labels.
Session Name:
Poster Presentation Session #2 - Poster #06
Start Date
4-4-2014 12:15 PM
End Date
4-4-2014 1:00 PM
Location
HSB 3rd Floor Student Commons
Influence of Product Label Design on Consumer Purchasing Preferences
HSB 3rd Floor Student Commons
Product packaging plays an important role in consumer behavior. Research suggests that consumers may choose organic products because they view them as healthier, tastier, and more environmentally friendly. The current study investigates if people’s opinions of products and their purchasing preferences are influenced by “natural looking” product packaging—that is, can health-conscious consumers be tricked into thinking a produce is “healthy” simply by the color palette used in the packaging? Participants (N=169; data collection ongoing) rate their own ‘health consciousness’ and are randomly assigned to read one of two informational snippets (an irrelevant paragraph or a relevant paragraph about organic products and labels). Participants then choose between two products, one with brightly colored packaging and one with earth-toned packaging. It is hypothesized that more health-conscious participants will be “tricked” by the natural colored packages (rating them as more desirable), unless they received an informational snippet about organic products and labels.