1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Management, Aarhus BSS, Aarhus University3 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University4 Ehrenberg-Bass Institute for Marketing Science, University of South Australia5 Department of Management, Aarhus BSS, Aarhus University
Toward definition and conceptualisation
Research on packaging stresses the need for packaging design to read easily, presuming fast and accurate processing of product-related information. In this paper we define this property of packaging as “packaging fluency”. Based on the existing marketing and cognitive psychology literature on packaging design and processing fluency, our aim is to define and conceptualise packaging fluency. We stress the important role of packaging fluency since it is anticipated that a fluent package would influence the evaluative judgments for a product. We conclude this paper by setting the research agenda in this area.