The use of Au Naturel Color on packaging is increasingly common in different product categories. We propose that au naturel-colored packaging increases consumers’ willingness to pay through an emotion-based mechanism. Moreover, we maintain that product category and cognitive load moderate this relationship.
The Effect of Au Naturel Color on Consumers’ Willingness To Pay. The Moderating Role of Product Category and Cognitive Load.
MAROZZO, Veronica;RAIMONDO, MARIA ANTONIETTA;MICELI, Gaetano
2017-01-01
Abstract
The use of Au Naturel Color on packaging is increasingly common in different product categories. We propose that au naturel-colored packaging increases consumers’ willingness to pay through an emotion-based mechanism. Moreover, we maintain that product category and cognitive load moderate this relationship.File in questo prodotto:
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