Aesthetic package design: A behavioral, neural, and psychological investigation

Martin C Reimann, Judith Zaichkowsky, Carolin Neuhaus, T. Bender, Bernd Weber

Research output: Contribution to journalArticle

154 Citations (Scopus)

Abstract

In four experiments, this research sheds light on aesthetic experiences by rigorously investigating behavioral, neural, and psychological properties of package design. We find that aesthetic packages significantly increase the reaction time of consumers' choice responses; that they are chosen over products with well-known brands in standardized packages, despite higher prices; and that they result in increased activation in the nucleus accumbens and the ventromedial prefrontal cortex, according to functional magnetic resonance imaging (fMRI). The results suggest that reward value plays an important role in aesthetic product experiences. Further, a closer look at psychometric and neuroimaging data finds that a paper-and-pencil measure of affective product involvement correlates with aesthetic product experiences in the brain. Implications for future aesthetics research, package designers, and product managers are discussed.

Original languageEnglish (US)
Pages (from-to)431-441
Number of pages11
JournalJournal of Consumer Psychology
Volume20
Issue number4
DOIs
StatePublished - Oct 2010
Externally publishedYes

Fingerprint

Esthetics
Psychology
Nucleus Accumbens
Prefrontal Cortex
Reward
Research
Psychometrics
Neuroimaging
Reaction Time
Magnetic Resonance Imaging
Psychological
Brain

Keywords

  • Aesthetics
  • Consumer neuroscience
  • FMRI
  • Neuromarketing
  • Nucleus accumbens
  • Packaging design
  • Reward
  • Ventromedial prefrontal cortex

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

Aesthetic package design : A behavioral, neural, and psychological investigation. / Reimann, Martin C; Zaichkowsky, Judith; Neuhaus, Carolin; Bender, T.; Weber, Bernd.

In: Journal of Consumer Psychology, Vol. 20, No. 4, 10.2010, p. 431-441.

Research output: Contribution to journalArticle

Reimann, Martin C ; Zaichkowsky, Judith ; Neuhaus, Carolin ; Bender, T. ; Weber, Bernd. / Aesthetic package design : A behavioral, neural, and psychological investigation. In: Journal of Consumer Psychology. 2010 ; Vol. 20, No. 4. pp. 431-441.
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