美麗的誘惑－產品外包裝美感程度與個人產品美感中心性對味覺評估之影響

The Influences of Product Packaging Aesthetics and Consumer's Centrality of VisualProduct Aesthetics on Taste Evaluation

楊俊明(Chun-Ming Yang)

《行銷評論》 9卷2期 (2012/06) Pp. 223-245

https://doi.org/10.29931/MR.201206.0005

摘要

本文透過兩個實驗探討食品的外包裝美感程度高低對於消費者味覺評估的影響，以及消費者個人「產品視覺美感中心性」如何調節外包裝美感程度的效果。立基於「由上而下」的知覺處理觀點之上，實驗一發現高美感程度的產品外包裝使得消費者有較高味覺評價，但此種效果僅對於高美感中心性的消費者而言有效。實驗二則進一步探討實驗一背後的心理機制，透過改變實驗刺激的呈現順序，本研究驗證產品外包裝美感程度乃是透過誘發消費者心中對產品的預期，從而對後續行為意圖與感官評價產生影響。根據本研究的結果，作者提出對於消費者行為研究與行銷作為的意涵。

關鍵字

外包裝美感 ； 產品視覺美感中心性 ； 由上而下 ； 實驗設計 ； 食品

並列摘要

The primary purpose of current research is to investigate the effects of packaging aesthetics on food taste evaluation. Moreover, the author also tried to explore the moderating effects of consumer's centrality of visual product aesthetics (CVPA) in the relationship between packaging aesthetics and taste evaluation. Based on the top-down processing perspective, the authors conducted two experiments. Experiment 1 demonstrates that packaging aesthetics has positive effects on taste evaluation. However, such positive effects only work for consumers with high CVPA. Experiment 2 indicates that the expectation induced by exposing to high-aesthetic packaging plays a dominant role in determining consumer responses. The author also provides theoretical and marketing implications.

並列關鍵字

packaging aesthetics ； centrality of visual product aesthetics (CVPA) ； top-down processing ； experimental design ； food

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