Research on a cross-modal correspondence: how food packaging size affects consumers' psychological expectations
2025
TANG Cong
ObjectiveTo investigate whether the visual cue of packaging size affects consumers' perception of product flavor and purchase intention, as well as the product's attractiveness to consumers.MethodsAn independent sample t-test with two-way analysis of variance (ANOVA) is used to verify the significant interaction between packaging size and food type.ResultsSmall packaging food products are significantly better than large packaging food products in taste perception intensity, attractiveness, and purchase intention. In addition, there is a significant interaction between packaging size and food type.ConclusionPackaging size is a visual variable that can significantly influence consumers' psychological expectations. Small package can significantly enhance consumers' perception intensity of food flavor, especially more significant in foods with stimulating flavors. Additionally, small package food is also more attractive and obtains higher purchase intention scores. This study emphasizes the critical role of packaging size in the formation of consumers' psychological expectations, while extending the application of cross-modal correspondence theory to the field of packaging design.
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