Article2003

Children’s visual memory of packaging

185 citations0/0 files storedJournal of Consumer Marketing

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Consumer Packaging Perceptions and Trends Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

To elicit the visual memory of packaging that facilitates consumers’ identification and selection of products from store displays, children were asked to draw a cereal box and the results were compared with actual cereal boxes. Over 97 percent spontaneously drew a cereal box with a brand name and other brand related symbols. This may be the first time to have a glimpse of the consumer’s evoked set as it really exists. The results suggest that one’s evoked set is not just a list of brand names in the mind, but an elaborate symbolic environment made up of visual and verbal codes in which the brand name is nested. Major implications for brand and package management are discussed.

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References

2013The Interpersonal Theory of Psychiatry 1977Content Analysis in Consumer Research 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 1995Where is the child's environment? A group socialization theory of development.1983Stereotypic images of the scientist: The draw‐a‐scientist test 1990An Evaluation Cost Model of Consideration Sets 1997Rethinking Market Research: Putting People Back In 2003Handbook of psychological assessment, 4th ed.

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2010Consumers' perceptions of food packaging: an exploratory investigation in Potchefstroom, South Africa 2015The Role of Packaging and Presentation Format in Consumers’ Preferences for Food: An Application of Projective Techniques 2010Food packaging: the medium is the message 2010How packaging affects the product preferences of children and the buyer behaviour of their parents in the food industry 2010Identifying important package features of milk desserts using free listing and word association

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