Search results

Although prior research has shown the influence of the degree of simplicity (versus complexity) in packaging design on consumer’s product and brand perceptions, no research to date has analyzed the effect of minimalist packaging on perceived product naturalness. This research thus aims to investigate the underlying mechanisms explaining how a minimalist food packaging design may lead consumers to perceive a product as more natural.

The paper is based on two pre-tests and two experiments (N = 152 and N = 220) focusing on food products. Serial–parallel mediations are performed to test the effect of minimalist packaging design on perceived product naturalness.

In a food consumption context, we demonstrate and replicate the positive impact of minimalism on perceived product uniqueness, which then positively influences both production mode and perceived taste, which, in turn, increases perceived product naturalness.

The findings provide new insights into the influence of food packaging design on consumers’ product perception. This paper offers a deeper understanding of the relationship between minimalist food packaging design and product naturalness by highlighting the mediating roles of perceived uniqueness, production mode and perceived taste.

The purpose of this paper is to explore the specific characteristics of consumers’ lived experience in a brand museum within a luxury context. While previous research has investigated this experience through the lens of brand heritage, the unique attributes and prestigiousness of the luxury field have not yet been examined. The authors argue that these distinctive features may alter the brand heritage experience in significant ways.

To understand the dimensions of a brand heritage experience in a luxury context, the authors applied a qualitative method using reflexive introspection. Specifically, the authors used 89 reflective introspections of 29 visitors of nine different luxury brand museums.

The findings indicate that a brand heritage experience in luxury is based on four dimensions: aesthetic, authentic, scientific and mythic. The data also reveal the heterogeneous aspect of the experience, which varies according to the level of consumers’ brand familiarity as well as whether the museum visit is led by a guide or not.

The authors contribute to the literature by emphasizing a new dimension of a brand heritage experience in luxury: a mythic dimension. This study also unveils the impact of contextual factors on the brand heritage experience.