Can whimsically cute packaging overcome young consumer product unfamiliarity?
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 30 May 2023
Issue publication date: 7 July 2023
Abstract
Purpose
This paper aims to identify how cute packaging design elements can influence young adult purchases of unfamiliar products, especially the perceived old-fashioned ones.
Design/methodology/approach
Two studies were conducted systematically with 240 young adults. The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Study 2, moderated by product familiarity.
Findings
Anthropomorphized product characters, curvy, handwritten-like fonts, a mixture of colors and superhero story-like product information were considered the whimsically cutest packaging elements by young adults. Whimsically cute packaging design can bridge consumer product unfamiliarity and generate higher purchase intention.
Practical implications
Whimsically cute packaging design could be a promising alternative for marketers promoting unfamiliar products to young adult consumers.
Originality/value
This study's findings complement existing literature on cute packaging design, whimsical cuteness and extrinsic cue utilization theory.
Keywords
Citation
Suci, A. and Wang, H.-C. (2023), "Can whimsically cute packaging overcome young consumer product unfamiliarity?", Marketing Intelligence & Planning, Vol. 41 No. 5, pp. 574-592. https://doi.org/10.1108/MIP-05-2022-0201
Publisher
:Emerald Publishing Limited
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