The effect of new package design on product design, categorization and evaluation

Article Abstract:

A study examined the impact of the new design of a popular Dutch ground coffee brand on consumers' attention and categorization. Findings revealed that the attention that a package attracts is positive related to the extent of deviation of its appearance. Moreover, it was found that the degree of the package appearance's deviation is inversely related to the evaluation of the product. The implication is that a tradeoff should be made between the high attention-getting value of discrepant stimuli and their ability to transfer current positive effects to new stimuli similar to the existing products or packages.

Consumer Behavior, Packaging Methods, Editorial, Research, Brand name products, Brand names, Industrial design, Packaging

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More than risk reduction: the investment appeal of insurance

Article Abstract:

The Expected Utility (EU) theory is not an efficient method for explaining the positive cognitive factors that relate to insurance investment. A survey was conducted on 154 MBA students to analyze other factors that affect insurance investment. Survey data showed that people are attracted to insurance due to its profit potentials. Risk reduction is, therefore, not the primary reason that attracts people to invest in insurance. The attraction lies in the desire to acquire something positive from a negative situation.

Insurance, Public opinion

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The effects of product expertise on consumer evaluations of new-product concepts

Article Abstract:

The relationship of product expertise to consumer evaluation of new product concepts is investigated. Consumers knowledgeable about a specific product are foreseen to be able to process extensively information on new concepts of that product. It is recommended that consumers with at least moderate levels of product expertise should participate in new-product concept tests.

Analysis, Evaluation, Product development, New products, Product introduction

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