ePrints

The influence of creative packaging design on customer motivation to process and purchase decisions

Lookup NU author(s): Dr Weisha Wang

Downloads

• Published version [.pdf]

Licence

This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).

Abstract

Creativity is a growing area of retailing research. Drawing upon the optimal-arousal theory, this research examines how the dimensions of packaging design creativity, such as divergence and relevance, have varying levels of influence on customer process, persuasion, and response measures. The findings show that packaging design can evoke customer curiosity in certain conditions. Further, the results suggest that the effect of packaging design creativity differs significantly in the retail context, in contrast to earlier studies that have mostly focused on the context of advertising. The findings provide new insights and implications for retailers, brand managers, and packaging designers to understand how creativity impacts customer decision making.

Publication metadata

Author(s): Shukla P, Singh J, Wang W

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2022

Volume: 147

Pages: 338-347

Print publication date: 01/08/2022

Online publication date: 20/04/2022

Acceptance date: 12/04/2022

Date deposited: 21/04/2022

ISSN (print): 0148-2963

ISSN (electronic): 1873-7978

Publisher: Elsevier Inc.

URL: https://doi.org/10.1016/j.jbusres.2022.04.026

DOI: 10.1016/j.jbusres.2022.04.026

ePrints DOI: 10.57711/afce-g709

Altmetrics

Share