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Keywords: Packaging design
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (5): 574–592.
Published: 30 May 2023
...Afred Suci; Hui-Chih Wang 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...
