Processing fluency, ‘a colored perspective’

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2020-07-06

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en

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The research at hand investigates the influence of product packaging color on consumer judgments regarding two different sustainable products. A theoretical perspective, processing fluency theory, is integrated in the design of this research by manipulating product packaging color while conducting an online experiment-based survey. The influence of a green product packaging color (fluent condition) respectively pink product packaging color (disfluent condition) is measured on a number of consumer judgement variables: perceived familiarity, uniqueness, product liking and purchase likelihood while controlling for product type. An online convenience sample is used in the Netherlands (N=165), which consists mainly of young and highly educated people from a Western culture. Results of this research indicate that a fluent product packaging color in terms of sustainability (green) leads to higher perceived familiarity than a disfluent product packaging color (pink). This research was not able to find paradoxical results regarding processing fluency, although expected based on previous studies. Another result of this study is the finding that females like the sustainable products more than males and also have a higher purchase likelihood for it.

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Faculteit der Managementwetenschappen

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