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Keywords: Product familiarity
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (5): 574–592.
Published: 30 May 2023
.... The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Study 2, moderated by product familiarity. Findings...
