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Packaging communication: attentional effects of product imagery

Robert L. Underwood (Assistant Professor of Marketing, Department of Management, Marketing & Industrial Development, School of Business, University of Alabama‐Birmingham, Birmingham, Alabama, USA)
Noreen M. Klein (Associate Professor of Marketing, Virginia Polytechnic Institute and State University, Department of Marketing, Blacksburg, Virginia, USA)
Raymond R. Burke (E.W. Kelley Professor of Business Administration, Department of Marketing, Kelley School of Business, Indiana University, Bloomington, Indiana, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 December 2001



This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a picture or illustration of the product on the packaging of the product. Empirical results from a virtual reality simulation show that package pictures increase shoppers’ attention to the brand. However this effect is contingent, occurring only for low familiarity brands (private‐label brands) within product categories that offer a relatively high level of experiential benefits. These results suggest that package pictures may be especially useful for private label brands and/or lesser tier national brands whose strategic objectives are to improve consumers’ perceptions of the brand and enter the consideration set.



Underwood, R.L., Klein, N.M. and Burke, R.R. (2001), "Packaging communication: attentional effects of product imagery", Journal of Product & Brand Management, Vol. 10 No. 7, pp. 403-422.




Copyright © 2001, MCB UP Limited

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