Open AccessCara Desain Kemasan Produk Mempengaruhi Respons Kognitif dan Perilaku Konsumen
Author(s) -
Mia Angeline
Publication year - 2010
Publication title -
humaniora
Language(s) - English
Resource type - Journals
eISSN - 2476-9061
pISSN - 2087-1236
DOI - 10.21512/humaniora.v1i2.2921
Subject(s) - advertising , product (mathematics) , psychology , package design , brand image , business , personality , cognition , packaging and labeling , marketing , social psychology , engineering , mathematics , geometry , systems engineering , neuroscience
For manufacturers, product packaging designs play an important role in influencing sales and function as a means of communicating the product or corporate image to its consumer. Article examined the influence of packaging design on consumers’ cognitive response and their behavioral responses. Cognitive response of a packaging design was assessed through five brand personality factors from selected products, while consumers’ behavioral response was assessed through a range of approach – avoidance behavior. Data were collected by survey questionnaires to Bina Nusantara college students who have recognized or tried the selected products before. The conclusion of this study is the more positive product packaging design influence, the greater the tendency of consumers to show approach behavior, and vice versa.