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Keywords: Packaging design
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Journal Articles
Journal of Research in Interactive Marketing (2026) 20 (7): 984–1001.
Published: 10 November 2025
...Xiyu Guo; Chunchun Chen; Yuxin Zhao; Jingyi Jiang; Hongli Li; Jianping Huang Purpose Color-flavor incongruent packaging, as an innovative packaging design that violates consumers’ previous color-flavor congruent expectations, is an effective strategy for food brands to differentiate themselves...
Includes: Supplementary data
