The allure of the bottle as a package: an assessment of perceived effort in a packaging context

Söderlund, MagnusStockholm School of Economics,Handelshögskolan i Stockholm (author)

LIBRIS-ID:oai:hhs.se:1154792540006056
https://research.hhs.se/esploro/outputs/journalArticle/The-allure-of-the-bottle-as/991001479467906056URI
https://doi.org/10.1108/JPBM-12-2015-1065DOI

This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling unobservable characteristics of an offer.Design/methodology/approachThree between-subjects experiments were conducted with soft drink bottles, which were subject to variation in perceived effort.FindingsThe results show that perceived effort was positively associated with overall evaluations. The results also show that the impact of perceived effort was mediated by product quality perceptions, which indicates that effort signals quality.Originality/valuePerceived effort has to date not been examined in the packaging literature. The present findings thus imply that models of packaging characteristics and their impact on consumers would benefit from including the effort aspect.

Colliander, JonasStockholm School of Economics,Handelshögskolan i Stockholm(Swepub:hhs)1805@hhs.se (author)
Karsberg, JohnStockholm School of Economics,Handelshögskolan i Stockholm (author)
Töndevold Liljedal, KarinaStockholm School of Economics,Handelshögskolan i Stockholm(Swepub:hhs)2613@hhs.se (author)
Modig, ErikStockholm School of Economics,Handelshögskolan i Stockholm(Swepub:hhs)1807@hhs.se (author)
Rosengren, SaraStockholm School of Economics,Handelshögskolan i Stockholm(Swepub:hhs)944@hhs.se (author)
Sagfossen, SofieStockholm School of Economics,Handelshögskolan i Stockholm (author)
Szugalski, StefanStockholm School of Economics,Handelshögskolan i Stockholm (author)
Åkestam, NinaStockholm School of Economics,Handelshögskolan i Stockholm (author)
Handelshögskolan i StockholmStockholm School of Economics (creator_code:org_t)

By the author/editor: Söderlund, Magnu ...; Colliander, Jona ...; Karsberg, John; Töndevold Liljed ...; Modig, Erik; Rosengren, Sara; show more...; Sagfossen, Sofie; Szugalski, Stefa ...; Åkestam, Nina; show less...

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