TY - JOUR
T1 - Influence of expectations and emotions raised by packaging characteristics on orange juice acceptability and choice
AU - Mehta, Annu
AU - Serventi, Luca
AU - Kumar, Lokesh
AU - Viejo, Claudia Gonzalez
AU - Fuentes, Sigfredo
AU - Torrico, Damir Dennis
N1 - Publisher Copyright:
© 2022 Elsevier Ltd
PY - 2022/9
Y1 - 2022/9
N2 - Expectations are pre-existing beliefs developed due to prior interactions with products. This study aimed to understand how expectations raised from different packaging materials (four textures x two font colours) affect approach-based consumer behaviours. Participants evaluated tetra pack, pouch, glass and plastic bottles using white and orange colour fonts in blind (tasting without information), expectation (only packaging) and informed (tasting with packaging) sessions. The sessions had significant effects on freshness and overall liking. Participants had higher expectations of overall liking, which were not fulfilled during the informed session, resulting in an assimilation effect. Participants penalised the juice from the glass-orange bottle and tetra pack-white with mean drops of 1.77 and 1.41 (too little sour). No penalty was observed for the tetra pack in the informed session. Negative emotions “worried” (0.22), “bored” (0.13) and “sad” (0.09) had inverse effects on purchase intention in the expectation session, while positive emotions “happy” (2.35), “enthusiastic” (6.61) and “joyful” (2.38) in the informed sessions had a positive influence on purchase intention. Therefore, marketers and product developers can use this early product research tool to identify expectations and emotions that drive liking and purchase behaviours in the market.
AB - Expectations are pre-existing beliefs developed due to prior interactions with products. This study aimed to understand how expectations raised from different packaging materials (four textures x two font colours) affect approach-based consumer behaviours. Participants evaluated tetra pack, pouch, glass and plastic bottles using white and orange colour fonts in blind (tasting without information), expectation (only packaging) and informed (tasting with packaging) sessions. The sessions had significant effects on freshness and overall liking. Participants had higher expectations of overall liking, which were not fulfilled during the informed session, resulting in an assimilation effect. Participants penalised the juice from the glass-orange bottle and tetra pack-white with mean drops of 1.77 and 1.41 (too little sour). No penalty was observed for the tetra pack in the informed session. Negative emotions “worried” (0.22), “bored” (0.13) and “sad” (0.09) had inverse effects on purchase intention in the expectation session, while positive emotions “happy” (2.35), “enthusiastic” (6.61) and “joyful” (2.38) in the informed sessions had a positive influence on purchase intention. Therefore, marketers and product developers can use this early product research tool to identify expectations and emotions that drive liking and purchase behaviours in the market.
KW - Check-all-that-apply
KW - Packaging
KW - Purchase intention
KW - Sensory analysis
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U2 - 10.1016/j.fpsl.2022.100926
DO - 10.1016/j.fpsl.2022.100926
M3 - Article
AN - SCOPUS:85135903591
SN - 2214-2894
VL - 33
JO - Food Packaging and Shelf Life
JF - Food Packaging and Shelf Life
M1 - 100926
ER -