17. Emotions and Package Design—Coffee

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch17

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

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

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330



  • 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


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