The effect of a face on packaging from the perspective of marketing communication with older consumers
Ewa Jerzyk , Natalia Wawrzynkiewicz
AbstractThe article aims at researching the response of older consumers to a face image on the packaging of food products, with an emphasis on the number of faces, their age and the viewing direction. The study is based on the findings of eye-tracking research and surveys conducted on elderly respondents. Two packages of flour were used for the research, each of which appeared in five variants: four with face images (an older and a younger woman, an old woman with a granddaughter and the whole family), as well as a control package without an image of a person. Moreover, the older consumers’ visual attention and the intentionality of a purchase were analysed. It was established that products with faces on their packaging attract the older respondents’ visual attention and shorten the identification time but are consciously ignored in declarative shopping. Therefore, a higher visual attention drawn to packaging with images of faces does not entail a higher purchasing preference among senior buyers. What is more, it turned out that ecological symbols and those indicating the rural nature of a product, such as the sun or ears of grain, are more valuable for the prediction of the buying decision of older consumers. The article is researchbased and conceptual.
|Publication size in sheets||0.5|
|Book||Jedlička Pavel, Marešová Petra, Soukal Ivan (eds.): Hradec Economic Days : Double-blind Peer Reviewed Proceedings part I. of the International Scientific Conference Hradec Economic Days 2019, Hradec Economic Days, vol. 9, no. 1, 2019, University of Hradec Králové, ISBN 978-80-7435-735-0, 527 p.|
|Keywords in English||Buying Behaviour, Older Consumer, Communication, Packaging, Face, Food.|
|Score||= 5.0, 24-04-2020, ChapterFromConference|
|Publication indicators||= 0|
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