A Cognitive Approach to Packaging: Imagery and Emotion as Critical Factors to Buying Decision at Point-of-Purchase
Description:
A packaging model is presented in this study which attempts to show some important aspects of a consumer's cognitive process in relation to packaging. This packaging model is based on the theories of imagery, emotion, and perception (and sensation). Perception of a packaged good occurs because the motivation system of a consumer selects particular information that the packaged good provides. Unlike the situation which occurs in behaviorism, stimulus is as important as response, and motivation e…
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Date:
December 1986
Creator:
Kim, Gap