The effect of new package design on product attention, categorization and evaluation

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Abstract

Deviations in well-known stimuli attract attention. Furthermore, deviations in the appearance of stimuli affect the way in which consumers categorize stimuli. Our experiment investigates the effect of the degree of deviation of coffee packages on consumers' attention and categorization. The stimuli are modified packages of the best known Dutch ground coffee brand. The first hypothesis described a positive relation between the attention that a package gets and the degree of deviation of its appearance. Based on the categorization literature, the second hypothesis stated that an O-relation exists between the degree of deviation of the package appearance and the evaluation of the product. The data from the experiment supported both hypotheses. The results suggest that when redesigning stimuli in marketing practice, for instance of products or packages, a trade-off has to be made between (a) the high attention getting value of discrepant stimuli and (b) their ability to transfer existing positive affects to new stimuli that resemble the existing products or packages in the product category.

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