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Lookup NU author(s): Dr Weisha Wang
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
Creativity is a growing area of retailing research. Drawing upon the optimal-arousal theory, this research examines how the dimensions of packaging design creativity, such as divergence and relevance, have varying levels of influence on customer process, persuasion, and response measures. The findings show that packaging design can evoke customer curiosity in certain conditions. Further, the results suggest that the effect of packaging design creativity differs significantly in the retail context, in contrast to earlier studies that have mostly focused on the context of advertising. The findings provide new insights and implications for retailers, brand managers, and packaging designers to understand how creativity impacts customer decision making.
Author(s): Shukla P, Singh J, Wang W
Publication type: Article
Publication status: Published
Journal: Journal of Business Research
Year: 2022
Volume: 147
Pages: 338-347
Print publication date: 01/08/2022
Online publication date: 20/04/2022
Acceptance date: 12/04/2022
Date deposited: 21/04/2022
ISSN (print): 0148-2963
ISSN (electronic): 1873-7978
Publisher: Elsevier Inc.
URL: https://doi.org/10.1016/j.jbusres.2022.04.026
DOI: 10.1016/j.jbusres.2022.04.026
ePrints DOI: 10.57711/afce-g709
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