Packaging communication: attentional effects of product imagery
Underwood, Klein and Burke propose a framework for how product imagery on packaging affects attention to the brand. In a virtual reality shopping simulation, package pictures increased attention to the brand. The effect appeared only for low-familiarity brands, such as private-label brands, and in categories with relatively high experiential benefits. The authors suggest the approach may help such brands enter consideration sets.
Underwood, Klein and Burke propose a framework for how product imagery on packaging affects attention to the brand. In a virtual reality shopping simulation, package pictures increased attention to the brand. The effect appeared only for low-familiarity brands, such as private-label brands, and in categories with relatively high experiential benefits. The authors suggest the approach may help such brands enter consideration sets.
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Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: attentional effects of product imagery. Journal of Product & Brand Management, 10(7). doi:10.1108/10610420110410531 https://doi.org/10.1108/10610420110410531