... of negative associates with ageing, while the accumulative effect of sustained under-consumption contributes to increased frailty. As a result, consumer vulnerability can pervade other contexts of an individual’s life. Practical implications The research reveals opportunities for firms to use packaging...

...Toni Ryynänen; Markus Joutsela; Visa Heinonen Purpose – This explorative paper aims to identify the dimensions of recalled consumption experiences involving packaging by means of interpretive analysis. Scholarly interest towards experiential aspects of consumption started in the beginning...

... qualitative methods by engaging in close reading and analysis of the narratives on food and drink packages that have a direct reference to Eastern spirituality in the form of symbolic Eastern vocabulary and images. Findings – The paper proposes that artful sacralization of the spiritual to brand...

...Lynn Metcalf; Jeffrey S. Hess; Jeffrey E. Danes; Jay Singh Purpose The purpose of this paper is to demonstrate how a web‐based virtual ideation tool, dialogr.com, can be used to capture insights from consumers and to gain an understanding of consumer satisfaction with package design during...

...Hannele Kauppinen‐Räisänen; Harri T. Luomala Purpose The impact of colour is acknowledged, yet empirical studies on colours with marketing implications are rare. The paper seeks to advance our understanding of the role of package colours in consumers' product experiences by studying...