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When Do Consumers Avoid Imperfections Superficial Packaging Damage as a Contamination Clue
Across six experiments, the authors demonstrate that superficial imperfections in the form of packaging damage can engender negative consumer reactions that shape subsequent attitudes and behaviors in ways that are not always objectively justified. Their findings show that these reactions function in a relatively automatic fashion, even emerging under conditions in which the packaging damage does not convey information about a health and safety threat from the product. The authors extend work on contagion to show that superficial packaging damage can act as a contamination cue, automatically activating thoughts of contamination and health and safety concerns. This tendency to avoid superficial packaging damage can be eliminated by counteracting these thoughts of contamination. This can be done with positive brand associations (i.e., by branding the product as organic) or by creating a physical buffer between the packaging damage and the product itself. The authors close with a discussion of implications for marketers, consumers, and public policy makers.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JMR5301 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | United States: American Marketing Association 2016 |
|---|---|
| Edisi | Vol. 53, No. 1, February 2016 |
| Subjek | imperfections superficial packaging |
| ISBN/ISSN | 222429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 14 p. |
| Info Detail Spesifik | Journal of Marketing Research |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |