The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity

Prior research has investigated a number of drivers of consumers perceived product attractiveness, such as a products shape and color. The context, in which a product is presented, has so far been largely neglected in examining consumers aesthetic appraisal of products. Drawing on social cognition theory, this research investigates how the attractiveness of the visual context (e.g., websites, advertisements) influences consumers perceptions of product attractiveness and product quality for familiar versus unfamiliar products. Results of two experimental studies show that consumers perceive unfamiliar products as more attractive and, consequently, of higher quality when products are placed in an attractive context than when they are placed in an unattractive context. No differences in consumers perceived product attractiveness and perceived product quality exist for familiar products. The findings extend our theoretical knowledge of product aesthetics and provide managers with insights into the effective communication of their offerings attractiveness.(VLID)455214

The role of packaging for consumer products: understanding the move towards ‘plain’ tobacco packaging

The Australian Government intends to introduce plain tobacco packaging in 2012. We consider whether such a move appears justified by examining the wider marketing literature in order to understand the role that packaging has for consumer goods. Packaging is often called the fifth ‘p’ of the marketing mix. It is an effective marketing medium for all consumer products and helps build consumer relationships through possession and usage. Common packaging strategies to promote the product, distinguish products from competitors, communicate brand values and target specific consumer groups include innovative, special edition, value and green packaging. These strategies, combined with the visual and structural aspects of packaging design, such as colour, size and shape, influence consumer perceptions and purchase and usage behaviour. This gives packaging an important role at point-of-purchase and also post-purchase. Packaging also has a close relationship with the product, influencing perceived product attributes, and is a key representative of the brand. We conclude that plain tobacco packaging appears justified, based on the importance of packaging as a promotional tool, and will fundamentally restrict the opportunity for tobacco companies to influence consumers through package design

Perceptions and Dynamics Affecting Acceptance of 3D-Printed Bridal Lehenga in India

In India, the wedding industry is booming as a result of growing affluence. Indian brides are inclined towards spending an extravagant amount on exclusive, high-fashion, designer bridal wear. There is, however, almost no published research that examines the aesthetic and other preferences of bridal couples in India in respect of bridal wear, including how predisposed couples are to innovate in its design. 3D printing is a popular aid in visualizing prospective designs and in prototype testing, being gradually applied in the creation of haute couture and mass-produced fashion products. The paper reports research on consumers’ attitudes towards and use intention regarding 3D-printed bridal lehengas. Data was collected from Indian bridal wear consumers and decision-makers through semi-structured interviews. The results suggest that respondents had a positive attitude towards the technology, having a higher perception of the aesthetics and wearability of 3D-printed bridal lehenga