Optimum Amount of Information on a Package:
Although many researchers and practitioners refer to the importance of packages at the point of purchase in marketing communications, there is limited research on the optimal amount of information that marketers should depict on packages. This study focuses on the consumer response to different pack...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2018-12-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/38/2/38_2018.038/_html/-char/en |
| _version_ | 1811183901173874688 |
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| author | Hiroaki Ishii |
| author_facet | Hiroaki Ishii |
| author_sort | Hiroaki Ishii |
| collection | DOAJ |
| description | Although many researchers and practitioners refer to the importance of packages at the point of purchase in marketing communications, there is limited research on the optimal amount of information that marketers should depict on packages. This study focuses on the consumer response to different packaging with various amounts of information and the moderating effect of the regulatory focus, which is an individual trait associated with product attributes. The results of Experiment 1, which used an eye-tracking method, showed that prevention-focused participants had a greater number of eye-fixations on the package than promotion-focused participants. Experiments 2 and 3 showed that participants tended to perceive information excess more strongly with an increase in the number of elements on a package. In addition, perceived information excess negatively affected the evaluations and comprehension by promotion-focused participants’. The results of Experiment 4 indicated that the high-need-for-cognition participants evaluated a package with excessive information negatively when exposed to promotion-focused advertising copy. |
| first_indexed | 2024-04-11T13:04:31Z |
| format | Article |
| id | doaj.art-0b87b123929543ca819b344afc105db5 |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-11T13:04:31Z |
| publishDate | 2018-12-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-0b87b123929543ca819b344afc105db52022-12-22T04:22:49ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692018-12-01382213810.7222/marketing.2018.038marketingOptimum Amount of Information on a Package:Hiroaki Ishii0Faculty of Economics, Seikei UniversityAlthough many researchers and practitioners refer to the importance of packages at the point of purchase in marketing communications, there is limited research on the optimal amount of information that marketers should depict on packages. This study focuses on the consumer response to different packaging with various amounts of information and the moderating effect of the regulatory focus, which is an individual trait associated with product attributes. The results of Experiment 1, which used an eye-tracking method, showed that prevention-focused participants had a greater number of eye-fixations on the package than promotion-focused participants. Experiments 2 and 3 showed that participants tended to perceive information excess more strongly with an increase in the number of elements on a package. In addition, perceived information excess negatively affected the evaluations and comprehension by promotion-focused participants’. The results of Experiment 4 indicated that the high-need-for-cognition participants evaluated a package with excessive information negatively when exposed to promotion-focused advertising copy.https://www.jstage.jst.go.jp/article/marketing/38/2/38_2018.038/_html/-char/endesignmotivationinformation overloadeye-tracking |
| spellingShingle | Hiroaki Ishii Optimum Amount of Information on a Package: Maketingu Janaru design motivation information overload eye-tracking |
| title | Optimum Amount of Information on a Package: |
| title_full | Optimum Amount of Information on a Package: |
| title_fullStr | Optimum Amount of Information on a Package: |
| title_full_unstemmed | Optimum Amount of Information on a Package: |
| title_short | Optimum Amount of Information on a Package: |
| title_sort | optimum amount of information on a package |
| topic | design motivation information overload eye-tracking |
| url | https://www.jstage.jst.go.jp/article/marketing/38/2/38_2018.038/_html/-char/en |
| work_keys_str_mv | AT hiroakiishii optimumamountofinformationonapackage |