The effect of a face on packaging from the perspective of marketing communication with older consumers

Ewa Jerzyk , Natalia Wawrzynkiewicz


The 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.
Author Ewa Jerzyk (WZ / KSM)
Ewa Jerzyk,,
- Department of Marketing Strategies
, Natalia Wawrzynkiewicz (WZ / KSM)
Natalia Wawrzynkiewicz,,
- Department of Marketing Strategies
Publication size in sheets0.5
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 EnglishBuying Behaviour, Older Consumer, Communication, Packaging, Face, Food.
Languageen angielski
Score (nominal)5
Score sourcepublisherList
ScoreMinisterial score = 5.0, 24-04-2020, ChapterFromConference
Publication indicators WoS Citations = 0
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