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With or without you: Is it worthwhile for a brand to eliminate overpackaging? New insights from context effects

Elgaaied-Gambier, Leila; Monnot, Elisa; Parguel, Béatrice; Reniou, Fanny (2016), With or without you: Is it worthwhile for a brand to eliminate overpackaging? New insights from context effects, EMAC Conference, 2016-05, Oslo, NORWAY

Type
Communication / Conférence
Date
2016
Conference title
EMAC Conference
Conference date
2016-05
Conference city
Oslo
Conference country
NORWAY
Metadata
Show full item record
Author(s)
Elgaaied-Gambier, Leila

Monnot, Elisa

Parguel, Béatrice cc

Reniou, Fanny cc
Abstract (EN)
Previous experiments underlined the impact overpack-aging elimination on brand image and purchase intention. However, these experiments did not consider the potential effects of competitors’ strategies in terms of overpackaging when evaluating the impact of a target brand decision to eliminate overpackaging. Based on context effects and attribution theory, the present paper shows that the influence of verpackaging elimination on consumers’ response may depend on the absence vs. presence of overpackaging on the competing product. An experiment conducted among 218 consumers reveals that eliminating verpackaging can lead to a decrease in consumers’ intention to buy the product but this negative impact is no longer true: (1) when competitors are also getting rid of overpackaging; (2) among consumers that are highly concerned about the environment.
Subjects / Keywords
marketing
JEL
D91 - Intertemporal Household Choice; Life Cycle Models and Saving
D10 - General
M31 - Marketing

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