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1 – 2 of 2Magnus Söderlund, Jonas Colliander, John Karsberg, Karina T. Liljedal, Erik Modig, Sara Rosengren, Sofie Sagfossen, Stefan Szugalski and Nina Åkestam
This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much…
Abstract
Purpose
This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling unobservable characteristics of an offer.
Design/methodology/approach
Three between-subjects experiments were conducted with soft drink bottles, which were subject to variation in perceived effort.
Findings
The results show that perceived effort was positively associated with overall evaluations. The results also show that the impact of perceived effort was mediated by product quality perceptions, which indicates that effort signals quality.
Originality/value
Perceived effort has to date not been examined in the packaging literature. The present findings thus imply that models of packaging characteristics and their impact on consumers would benefit from including the effort aspect.
Details