How to Bundle: Improving the Perception and Evaluation of New Products by Color Contrast

IF 1.6 3区农林科学 Q3 FOOD SCIENCE & TECHNOLOGY

Journal of Sensory Studies Pub Date : 2025-05-21 DOI:10.1111/joss.70047

Mengying Liu, Yiming Qian, Jianping Huang, Xiaoang Wan

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引用次数: 0

Abstract

Bundling a new product with popular products is a common strategy for new product introduction. In order to investigate the influence of the bundle design on consumers' perceptions and evaluations, we conducted two experiments to examine how the color contrast between the packaging of the new and popular yogurt products within the same bundles affected participants' ratings of the new products. In Experiment 1, 80 participants were asked to rate their taste expectations concerning the new products without flavor labels but bundled with popular products. The results revealed that the color contrast between the red packaging of the new products and the yellow packaging of the popular products reduced the expected sourness of the new products. In Experiment 2, 80 participants rated the attention they paid to and the expected prices of the new products bundled with popular products. The results revealed that high color contrast between the packaging of the new and bundled popular products could attract more attention to the new products and lead to higher expected prices. Collectively, these findings demonstrate that the color contrast between the packaging of new and popular products can affect consumers' expectations concerning the new products in bundles. These findings suggest that the strategic use of color contrast may attract consumers' attention to the new products and increase their price expectations, which has direct implications in the design of product bundles.

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如何捆绑：通过色彩对比提高新产品的感知和评价

将新产品与流行产品捆绑在一起是新产品推出的一种常见策略。为了调查捆绑设计对消费者感知和评价的影响，我们进行了两个实验，以检查在同一捆绑中，新的和流行的酸奶产品的包装之间的颜色对比如何影响参与者对新产品的评级。在实验1中，80名参与者被要求评价他们对没有口味标签但与流行产品捆绑在一起的新产品的口味期望。结果显示，新产品的红色包装与流行产品的黄色包装之间的颜色对比降低了新产品的预期酸味。在实验2中，80名参与者对与流行产品捆绑在一起的新产品的关注度和预期价格进行了评级。结果表明，新品和捆绑热销产品的包装颜色对比高，可以吸引更多的注意力，从而导致更高的预期价格。综上所述，这些发现表明，新产品和流行产品的包装之间的颜色对比会影响消费者对捆绑新产品的期望。这些发现表明，策略性地使用色彩对比可以吸引消费者对新产品的注意力，提高他们的价格预期，这对产品捆绑包的设计有直接的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Sensory Studies 工程技术-食品科技

CiteScore

3.80

自引率

20.00%

发文量

审稿时长

18-36 weeks

期刊介绍： The Journal of Sensory Studies publishes original research and review articles, as well as expository and tutorial papers focusing on observational and experimental studies that lead to development and application of sensory and consumer (including behavior) methods to products such as food and beverage, medical, agricultural, biological, pharmaceutical, cosmetics, or other materials; information such as marketing and consumer information; or improvement of services based on sensory methods. All papers should show some advancement of sensory science in terms of methods. The journal does NOT publish papers that focus primarily on the application of standard sensory techniques to experimental variations in products unless the authors can show a unique application of sensory in an unusual way or in a new product category where sensory methods usually have not been applied.