〔報文〕パッケージの消費者情報処理に与える効果について- 「感性記憶型パッケージング」の事例と仮説モデルの検討-

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  • The Effect of Product Packaging on Consumer Information-processing: Case-studies and Hypothetical Models Based on "Sensibility-to-mind Type Packaging"
  • パッケージ ノ ショウヒシャ ジョウホウ ショリ ニ アタエル コウカ ニ ツイテ : 「 カンセイ キオクガタ パッケージング 」 ノ ジレイ ト カセツ モデル ノ ケントウ

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抄録

Though its importance has been recognized, there has been too little research on how product package design functions as a medium of communication, and how it affects consumers. An examination of the method known as "Sensibility-to-mind type packaging," developed mainly by cosmetic makers, will shed some light on this issue. In this paper, the authors introduce the `Sensibility-to-mind type packaging' method and explain how it works, reexamine the hypothetical process model of reactions for consumer behavior and decision-making underlying it, and review earlier studies in this area. This study will help to elucidate how to make product packages an effective medium of communication, and thus lays the groundwork for a theoretically-sound understanding of product packaging and how it can be used effectively in marketing mix modeling in the future.

5

KJ00008164179

収録刊行物

  • 學苑

    學苑 866 14-30, 2012-12-01

    東京 : 光葉会

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