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Multisensory Packaging Design across Cultures

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Multisensory Packaging

Abstract

A major issue in designing packaging that appeals to all the senses is the question of whether marketers should adopt a pancultural or a culture-specific approach. This chapter discusses how culture impacts consumer perception, processing, and behaviour related to the design of packaging. The chapter starts with a brief discussion of cultural dynamics, after which a comprehensive review of culture-specific perception follows. Section 3 illustrates how individual and cultural differences impact consumer processing of packaging characteristics. Sections 4 and 5 highlight the interplay between packaging design and consumer behaviour and outline avenues for future research. In so doing, we provide academics with a state-of-the-art overview of cultural aspects of multisensory packaging, alert practitioners to the possibility of tailoring their packaging to particular cultural groups, and illustrate possible applications using actual brands and examples.

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Authors and Affiliations

  1. A&F Marketing—Consumer Psychology, Kiel University, Kiel, Germany

    Casparus J. A. Machiels

  2. School of Business, University of Adelaide, Adelaide, Australia

    Ulrich R. Orth

  3. Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia

    Ulrich R. Orth

Authors
  1. Casparus J. A. Machiels
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  2. Ulrich R. Orth
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Correspondence to Casparus J. A. Machiels .

Editor information

Editors and Affiliations

  1. Department of Marketing BI Norwegian Business School, Oslo, Norway

    Carlos Velasco

  2. Crossmodal Research Laboratory Department of Experimental Psychology, University of Oxford, Oxford, UK

    Charles Spence

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Machiels, C.J.A., Orth, U.R. (2019). Multisensory Packaging Design across Cultures. In: Velasco, C., Spence, C. (eds) Multisensory Packaging. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-94977-2_11

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