Chapter 17. Emotions and Package Design—Coffee
Published Online: 28 SEP 2009
DOI: 10.1002/9781444319330.ch17
Copyright © 2009 Howard R. Moskowitz, Michele Reisner, John Ben Lawlor, Rosires Deliza
Book Title
Packaging Research in Food Product Design and Development
Additional Information
How to Cite
Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Emotions and Package Design—Coffee, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch17
Publication History
- Published Online: 28 SEP 2009
- Published Print: 7 SEP 2009
ISBN Information
Print ISBN: 9780813812229
Online ISBN: 9781444319330
- Summary
- Chapter
Keywords:
- emotions and experience;
- emotions and package design—coffee;
- emotions and consumers;
- understanding language of emotion;
- measuring emotions;
- existential leap—extending emotion to packaging;
- creating test stimuli;
- emotional action through mind-set segments;
- investigating role of package design as driver of respondent's emotion;
- segmenting respondents on emotion using pattern of utility values
Summary
This chapter contains sections titled:
Introduction
Emotions and Consumers
The Next Step Beyond Basic Science—Applying the Thinking to Advertising
The Existential Leap—Extending Emotion to Packaging
How Do We Begin?—What Are the First Steps?
Creating the Test Stimuli
Doing the Experiment
Setting Up the Data for Analysis—What to Think About and What to Do
How Do the Different Elements Drive Emotion?
Emotional Action Through Mind-Set Segments (Once Again!)
Summing Up
Appendix—How to Segment Respondents on Emotion Using the Pattern of Their Utility Values
References