This study explores the reaction of consumers to a new package design. Respondents evaluated a new package design at different levels of experience. The results indicate that the type of experience with the package has a significant effect on the consumers' attitude toward the package and the quality expectation of the product inside the new package.
CITATION STYLE
Holmes, G. (2015). New Package Design: Evaluation of Consumer Experience. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 52). Springer Nature. https://doi.org/10.1007/978-3-319-11761-4_25
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