Can anthropomorphic design in beverage packaging enhance impulse buying intention? Amazing visual and verbal cues!
Yuyang Tian, Siti Farhana Zakaria, Yinghui Du, Ye Qiu, Zenghui Tian, Simon Dang, Simon Dang, Simon Dang, Simon Dang
TL;DR
This study explores how human-like designs on beverage packaging can influence consumers' impulse buying behavior through emotional and social factors.
Contribution
The research introduces a validated causal model linking anthropomorphic design to impulse buying via positive emotions and social presence.
Findings
Emotional language and personalized expressions are more effective than visual elements in triggering empathetic responses.
Positive emotions and social presence significantly mediate the relationship between anthropomorphic design and impulse buying intentions.
Enhancing emotional and multi-sensory design elements can improve consumer engagement and brand loyalty.
Abstract
The anthropomorphic design of beverage packaging has gained significant attention as an innovative marketing strategy. This study systematically examines how anthropomorphic visual and verbal cues in beverage packaging influence consumers’ impulse buying intentions. Grounded in the Stimulus-Organism-Response model, Social Presence Theory, and Empathy Theory, the research employs a consumer survey to validate the mediating roles of positive emotions, social presence, and empathy in the relationship between anthropomorphic design and impulse buying intentions. A comprehensive causal model was developed to explore these relationships. While modern packaging techniques and visual elements enhance the appearance of beverage packaging, they did not significantly trigger empathetic responses. This suggests that emotional language and personalized expressions are more effective in fostering…
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Taxonomy
TopicsConsumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Color perception and design