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In order to obtain a new type of demand in the mature Japanese cosmetics market, the “New Category Creation” strategy is important to stimulate demand and to encourage active word-of-mouth communication. An effective method to succeed in this strategy, called “Sensibility-to-mind type packaging”, was presented by Miyamoto (2011) using some examples of product development. Miyamoto (2012) supported and elaborated the hypothetical model of this method by a questionnaire survey investigating the mechanism of consumers’ minds and word-of-mouth communication. In this paper, we verify the effects of promoting consumers’ trial and word-ofmouth minds by applying the “Sensibility-to-mind type packaging” method to product packaging. Then we consider the relationship between the mechanism of this method and the consumers’ feelings of “Discomfort” and “Realization”.

keiei kōdō kagaku/keiei koudou kagaku

Consideration concerning the effects of promoting consumers' trial and word-of-mouth minds by product packaging using "Image-motif": Verifying the effects of the "Sensibility-to-mind type packaging" method and considering the mechanism of the method related to the feelings of "Discomfort" and "Realization"