TY  - JOUR
AB  - To elicit the visual memory of packaging that facilitates consumers’ identification and selection of products from store displays, children were asked to draw a cereal box and the results were compared with actual cereal boxes. Over 97 percent spontaneously drew a cereal box with a brand name and other brand related symbols. This may be the first time to have a glimpse of the consumer’s evoked set as it really exists. The results suggest that one’s evoked set is not just a list of brand names in the mind, but an elaborate symbolic environment made up of visual and verbal codes in which the brand name is nested. Major implications for brand and package management are discussed.
VL  - 20
IS  - 5
SN  - 0736-3761
DO  - 10.1108/07363760310489652
UR  - https://doi.org/10.1108/07363760310489652
AU  - McNeal James U.
AU  - Ji Mindy F.
PY  - 2003
Y1  - 2003/01/01
TI  - Children’s visual memory of packaging
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 400
EP  - 427
Y2  - 2024/05/05
ER  -