The Impact of Consumer Product Package Quality on Consumption Satisfaction, Brand Perceptions, Consumer Investment and Behavior

• DOI: 10.14448/japr.01.0003
• Publication Date: 2014-06-06T11:59:03Z
• Authors: Jeffrey S. Hess; Jay Singh; Lynn E. Metcalf; Jeffrey Danes
• Keywords: Consumption; Packaging and labeling; Investment

Consumer product packaging can serve a critical role in the consumption experience, but marketing and science researchers focus primarily on pre post-consumption aspects of consumer containers. Exhaustive research into packing ergonomics, logistics, safety, sustainability promotional features are common across disciplines, isolating satisfaction enduring consumer-brand relationships is rare. In addition to an undervalued satisfaction, functional isolation between scientists limits packaging’s overall impact bottom line.