Smakar konsumenter med ögonen En undersökning om förpackningens visuella attributs inverkan på smakupplevelsen av singelmaltwhisky
Packaging has had little impact in marketing literature. Research has focused on a single transaction approach. Lately researchers are looking at packages as a tool for brand building purposes. Thus, the focus is moving towards a multiple transaction approach, where packages can affect the consumer also after the purchase. For a range of goods extrinsic cues has been shown to have stronger effect on consumers' evaluation than intrinsic ones. Rarely are the effect of extrinsic cues on taste evaluation tested in their natural context; on the packages. In this experiment three whiskies where evaluated by respondents in a 2x2 factor experiment with 2 extrinsic cues as independent variables 'age indication' and 'bottle box'. After running a twoway-ANCOVA the data showed little consistency and no significant results. For the sample size in the experiment, the effect of subjective and objective knowledge appeared to out-power the effect of the treatments. Anyway, without support from the empirical material, the author carefully suggests a way to turn Bloch's model of Consumer Response to Product Form (1995) into a multiple transaction model.