Integrating the Packaging and Product Experience in Food and Beverages

• Related titles
• List of Contributors
• Woodhead Publishing Series in Food Science, Technology and Nutrition
• Preface & Acknowledgments
• 1. Multisensory Packaging Design: Color, Shape, Texture, Sound, and Smell
  • 1.1. Introduction
  • 1.2. Neuroscience-Inspired Packaging Design
  • 1.3. Packaging Color
  • 1.4. Packaging Shape
  • 1.5. Packaging Texture
  • 1.6. Packaging Weight
  • 1.7. Ease of Opening
  • 1.8. Auditory Packaging Design
  • 1.9. Olfactory Packaging Design
  • 1.10. Tasty Packaging
  • 1.11. Individual/Cultural Differences in Multisensory Packaging Design
  • 1.12. Conclusions
• 2. Consumer Reactions to On-Pack Educational Messages
  • 2.1. The Food Label as an Information Source
  • 2.2. A Model of Consumer Processing of On-Pack Information
  • 2.3. Effects of Major Types of On-Pack Messages
  • 2.4. The Role of Context
  • 2.5. New Developments in Package Communication
• 3. Designing Inclusive Packaging
  • 3.1. Noninclusive Packaging
  • 3.2. Inclusive Design
  • 3.3. A Framework for Inclusive Design
  • 3.4. Empathy Tools
  • 3.5. Simulation
  • 3.6. Personas
  • 3.7. Conclusions
  • 3.8. Future Work and Trends
• 4. Omni-Channel Retail—Challenges and Opportunities for Packaging Innovation
  • 4.1. Introduction
  • 4.2. The Omni-Channel Shopping Experience
  • 4.3. Innovative Packaging for Omni-Channel Retail
  • 4.4. Packaging as the Omni-Channel Integrator
  • 4.5. Satisfying Customers Through Omni-Channel Packaging Innovation
  • 4.6. Summary
• 5. Emotion Measurements and Application to Product and Packaging Development
  • 5.1. Introduction
  • 5.2. Emotion Measurement Methods in Sensory and Consumer Studies and Applied Consumer Neuroscience
  • 5.3. Emotions in the Product Experience: From the Product to the Packaging (and Back)
  • 5.4. Future Trends
  • 5.5. Sources of Further Information and Advice
• 6. Neurosense and Packaging: Understanding Consumer Evaluations Using Implicit Technology
  • 6.1. Problems With the Self-Report Method in Market Research
  • 6.2. Products Are Evaluated Spontaneously by Consumers
  • 6.3. The Neuroscience Alternative
  • 6.4. Implicit Reaction-Time Tests
  • 6.5. System 1 and Associative Memory Networks
  • 6.6. Implicit Versus Explicit Measures: Validity Issues
  • 6.7. Cognitive Psychology of Consumer Pack Perception
  • 6.8. Case Studies
• 7. Explicit Methods to Capture Consumers’ Responses to Packaging
  • 7.1. Introduction
  • 7.2. Large-Scale Quantitative Assessment of Consumers’ Attitudes and Perceptions of Packaging Features
  • 7.3. Small-Scale Exploration of Consumers’ Attitudes Toward Packaging Concepts and Prototypes: Focus Groups, Enabling, and Projective Techniques
  • 7.4. Consumers’ Interaction With Packaging In-home and In-store: Observation
  • 7.5. An Evaluation of the Relative Importance of Different Packaging Components and Extrinsic Cues: Conjoint Analysis and MaxDiff
  • 7.6. Holistic Approaches to Explore the Similarities and Differences in Overall Packaging and Packaging Design Components: Projective Mapping and Related Techniques
  • 7.7. Conclusions
• 8. Consumers’ Mindset: Expectations, Experience, and Satisfaction
  • 8.1. Consumer Choices
  • 8.2. Expectations and Satisfaction
  • 8.3. Consumption Processing Model
  • 8.4. Case Study: Citrus-Flavored Green Teas
  • 8.5. Conclusions
• Looking Forward
• Index

Integrating the Packaging and Product Experience in Food and Beverages: A Road-Map to Consumer Satisfaction focuses on the interrelationship between packaging and the product experience. In both industry and academia there has been a growing interest in investigating approaches that capture consumer responses to products that go beyond traditional sensory and liking measures. These approaches include assessing consumers' emotional responses, obtaining temporal measures of liking, as well as numerous published articles considering the effect of situation and context in the evaluation of food and beverage products.

For fast-moving consumer goods (FMCG) products in particular, packaging can be considered as a contributor to consumer satisfaction. Recent cross-modal research illustrated consumers’ dissatisfaction or delight with a product can be evoked when there is dissonance between the packaging and the product experience.

The book includes an extensive overview of an adapted satisfaction scale that has been tailored for the food and beverage sector and which identifies varying satisfaction response modes such as contentment, pleasure, and delight with a product. This is an important development as it provides insights about products that can be used to market specific categories and brands of foods and beverages.

The book demonstrates the value of this approach by bringing together case studies that consider the interrelationships between packaging design, shape, on-pack sensory messages, expectations, and consumer satisfaction with the product.

• Focuses on the inter-relationship between packaging and the product experience, specifically in the context of the food and beverage sector
• Presents the expectancy disconfirmation model of satisfaction, which is well developed within the social sciences, to the food and beverage sector
• Contains case studies demonstrating how these practices can be used in industry to better enhance customer’s responses to products
• Includes an extensive overview of an adapted satisfaction scale that has been tailored for the food and beverage sector and which identifies varying satisfaction response modes such as contentment, pleasure, and delight with a product

Consumer and sensory scientists, researchers and academics in the areas of food science, packaging development, product design, new product marketing managers and packaging designers for fast-moving consumer goods (FMCGs)