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Warm or cold colored product packaging? : The impact of color temperature on product preference and perceptions of warmth and competence

Tynes, Karoline; Seem, Martin
Master thesis
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Preliminary Thesis Report (4).pdf (1.210Mb)
URI
http://hdl.handle.net/11250/2579708
Date
2018
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  • Master of Science [1116]
Abstract
Careful color selection is an inevitable part when it comes to packaging design.

Research within the field of social psychology suggests that nonverbal cues such

as colors can activate warmth and competence perceptions of brands and products.

Further, it is indicated that stimuli other than the physical experience of warmth

and coldness can exert similar priming effects to those when one’s physical

temperature is modified in some way. Building on extant research, the present

research wishes to examine whether temperature nuances within colors on product

packaging activate perceptions of warmth and competence, and if so, whether it

affects consumers’ product preference and attitude towards products. In addition,

the present research investigates whether consumers’ product preference and

attitudes towards products are affected by non-physical warmth and competence

priming through written contexts. A series of two studies demonstrate that color

temperature indeed impacts warmth and competence perceptions of products.

Congruent with the hypotheses, results show that warmth cues (i.e., warm color

temperature nuances) increase a product’s perceived warmth. However, contrary

to the hypotheses, similar effects on perceived competence are not present for

products conveying competence cues (i.e., cold color temperature nuances).

Finally, the findings indicate that contextual priming of warmth and competence

does not significantly impact product preference or attitude towards the product.

This paper carries notable implications for marketing managers, marketers,

scholars, and designers, especially within the field of packaging development and

design, where one can utilize color temperature nuances to communicate the

desired brand perception.

Keywords: color temperature, product packaging, competence, warmth, brand

perception, product preference, priming
Description
Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2018
Publisher
Handelshøyskolen BI

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