The influence of creative packaging design on customer motivation to process and purchase decisions
The influence of creative packaging design on customer motivation to process and purchase decisions
Creativity is a growing area of retailing research. Drawing upon the optimal-arousal theory, this research examines how the dimensions of packaging design creativity, such as divergence and relevance, have varying levels of influence on customer process, persuasion, and response measures. The findings show that packaging design can evoke customer curiosity in certain conditions. Further, the results suggest that the effect of packaging design creativity differs significantly in the retail context, in contrast to earlier studies that have mostly focused on the context of advertising. The findings provide new insights and implications for retailers, brand managers, and packaging designers to understand how creativity impacts customer decision making.
Creativity, Curiosity, Decision making, Divergence, Packaging, Relevance
338-347
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Wang, Weisha
3b06920a-f578-41b8-a356-7e2da53d3bf6
August 2022
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Wang, Weisha
3b06920a-f578-41b8-a356-7e2da53d3bf6
Shukla, Paurav, Singh, Jaywant and Wang, Weisha
(2022)
The influence of creative packaging design on customer motivation to process and purchase decisions.
Journal of Business Research, 147, .
(doi:10.1016/j.jbusres.2022.04.026).
Abstract
Creativity is a growing area of retailing research. Drawing upon the optimal-arousal theory, this research examines how the dimensions of packaging design creativity, such as divergence and relevance, have varying levels of influence on customer process, persuasion, and response measures. The findings show that packaging design can evoke customer curiosity in certain conditions. Further, the results suggest that the effect of packaging design creativity differs significantly in the retail context, in contrast to earlier studies that have mostly focused on the context of advertising. The findings provide new insights and implications for retailers, brand managers, and packaging designers to understand how creativity impacts customer decision making.
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1-s2.0-S0148296322003630-main
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More information
Accepted/In Press date: 12 April 2022
Published date: August 2022
Keywords:
Creativity, Curiosity, Decision making, Divergence, Packaging, Relevance
Identifiers
Local EPrints ID: 457608
URI: http://eprints.soton.ac.uk/id/eprint/457608
ISSN: 0148-2963
PURE UUID: 0fc8e504-19f8-499e-b6aa-20993c5c6ff9
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Date deposited: 14 Jun 2022 16:37
Last modified: 17 Mar 2024 03:59
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Contributors
Author:
Jaywant Singh
Author:
Weisha Wang
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