Graduate Thesis Or Dissertation

 

Message in a Bottle: What Anthropomorphized Package Designs Tell Consumers About Themselves Public Deposited

https://scholar.colorado.edu/concern/graduate_thesis_or_dissertations/ms35t877m
Abstract
  • Product packaging plays a critical role in consumers' purchase decisions. The present research examines how one element of packaging--shape--influences consumers' self-perceptions, enjoyment of the usage experience, and evaluations of the product. Specifically, in four studies, I examine anthropomorphized products (e.g., a curvy bottle resembling a woman) and show that when a package's shape resembles a human form that is associated with specific traits, consumers who use, or imagine using, the package incorporate the associated traits into their identities. As a result, the anthropomorphized package design influences consumers' enjoyment of using the package, as well as consumers' attitudes toward the package. Furthermore, I provide some support for the notion that consumers prefer anthropomorphized packages when the packages are associated with traits that can be instrumental in goal achievement.
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  • 2014-01-01
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  • 2019-11-13
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